Campaigns
Gift from the Heart
2023 Campaign
Donate Life Indiana reminds Hoosiers that every day, 16 people die waiting for a lifesaving organ transplant, but one donor can save eight lives and heal 75 more. That’s why more than 4 million Hoosiers have said “yes” to being an organ donor at the BMV. Because organ donation is a gift from the heart.
This campaign includes radio, television, video, digital and social ads.
“Gift from the Heart” :30 Video
“Gift from the Heart” :15 Video
You Have the Power
Campaign
Transplant recipients and family members of transplant recipients serve Donate Life Indiana as Ambassadors willing to share their stories and educate others about how organ donation saves lives.
Otero Family
Campaign
Eli Otero III and his father, also known as the 2021 Indianapolis Colts Fan of the Year, LUCHABLUE, are a shining light for organ transplant recipients.
The campaign includes radio, web and social videos and digital ads.
“LUCHABLUE” :30 Video
IHSAA
Partnership
Student athletes and their friends and families as well as other spectators have the opportunity to sign up to be a donor hero. Ads and on-site activations are visible at championship events for IHSAA sports ranging from winter sports such as swimming, gymnastics, wrestling and girls and boys basketball to spring sports including golf, tennis, softball, baseball and track and field.
This campaign includes statewide radio, television, video, digital, email, print, and direct mail as well as signage at championship events held in venues such as Gainbridge Fieldhouse in the heart of Indianapolis.
IHSAA Program Ads
Nostalgia
Campaign
Indiana Donor Network and Donate Life Indiana targeted Baby Boomers age 55+ through nostalgic images and memories from the 1960s. This campaign emphasized that even if you are able to remember these vintage items, you’re not too old to sign up to be an organ donor. There are no age restrictions or health requirements.
The campaign included radio, digital and social ads.
License is a Lifesaver
Campaign
Indiana Donor Network and Donate Life Indiana encourage Hoosiers to turn their licenses into life savers by saying yes to organ donation when they visit the BMV.
This campaign includes television commercials and web videos.
“BMV :60”
“BMV :30”
“Curtis :15”
“CJ :15”
“Nick :15”
Dwight Freeney
Campaign
“Dwight Freeney” :60 Video
“Dwight Freeney” :30 Video
“Dwight Freeney” :15 Videos
Transit
Campaign
Curry Family
Campaign
“Curry Family” :30 Video
Family Creative
Campaign
Pass on the Tradition
Campaign
Hoosiers 55-75
Campaign
Hero at the Finish Line
Outdoor
Supports Organ Donation
Campaign
License Plate
Outdoor
Spring and Summer
2022 Campaign
FEATURING NASCAR DRIVER RYAN NEWMAN
Nascar driver Ryan Newman joins the Indiana Donor Network and Donate Life Indiana to encourage Hoosiers to talk to their family about their decision to be an organ donor.
The campaign includes television, video and radio ads.
“Talk to Your Family”
Hunting and Fishing
Campaign
FEATURING NASCAR DRIVER RYAN NEWMAN
Nascar driver Ryan Newman joins the Indiana Donor Network and Donate Life Indiana to encourage Hoosiers to say yes to organ donation when they get their hunting or fishing license online, or when renewing their Indiana driver’s license.
The campaign includes radio, television, video, digital and social ads.
“Slow It Down”
“Mounted Fish”
“Huntin’ Season”
“Here, Fishy, Fishy”
“Keeper”
“Slow it Down” is a commercial featuring Newman at the lake, encouraging Hoosiers to sign up to be organ donors when they get their hunting or fishing license online, or when renewing their Indiana driver’s license.
The “Holiday” radio spot features Newman encouraging listeners to talk to their family about organ donation .
Digital and social ads feature images of the NASCAR driver hunting or fishing with a call to action to learn how to save a life or be a hero.
Newman DNR hunting ad A
Newman DNR hunting ad B
Newman DNR hunting ad C
Driven2SaveLives
Campaign
FEATURING NASCAR DRIVER RYAN NEWMAN
Nascar driver Ryan Newman joins the Indiana Donor Network to educate and inform Hoosiers about the importance of organ and tissue donation.
The campaign includes two phases. Phase 1 featured the “Real Hero” 30-second radio commercial in NASCAR Cup Series radio broadcasts and on radio stations across Indiana.
Phase 2 adds radio, television, digital and social ads. Radio expands to include two 60-second radio commercials: “Legendary” and “Powerful.” Television features four 30-second commercials scheduled to air in NASCAR Cup Series television broadcasts, and on news, sports and entertainment programming across Indiana. Phase 2 also includes statewide digital and social advertising.
“Counting on You” is a series of three commercials featuring Newman educating Hoosiers that anyone can sign up to be an organ and tissue donor. “Driven” features donor hero stories and the more than four million Hoosiers who have signed up to be organ and tissue donors.
Driven2SaveLives
”Counting on You A” :30 TV
Driven2SaveLives
”Counting on You B” :30 TV
Driven2SaveLives
”Counting on You C” :30 TV
Driven2SaveLives
”Driven” :30 TV
“Legendary” and “Powerful” commercials feature Taylor McLean narrating how and why Newman joined Indiana Donor Network and the Driven2SaveLives movement. “Real Hero” features Newman educating Hoosiers about organ and tissue donation.
“Ryan Newman is driven to save lives” digital and social ads feature the NASCAR driver holding the D2SL heart. The heart animates to beat on Newman’s license, reminding and encouraging Hoosiers to sign up to be an organ and tissue donor.
In his own authentic, unscripted way, Ryan Newman asks race fans to do him a favor and take a moment to sign up to be an organ donor. In the second video with his daughter, he asks fans to talk to their family about their decision to be an organ donor.
The print ad appeared on the back cover of NASCAR Pole Position magazine in Indianapolis in August 2020, the same month as Ryan Newman raced in the Brickyard 400 at the Indianapolis Motor Speedway.
BC39
2023 Campaign
Driven2SaveLives partnered with FloRacing to reach dirt track racing fans. The campaign invites fans to “Be like Bryan” and sign up to be an organ donor. The campaign also provides fans an opportunity to enter to win a VIP experience at BC39 at the Indianapolis Motor Speedway.
The campaign includes digital display, social and video advertising.
“BC39” :30 Video
Multicultural
Campaign
FEATURING DONATE LIFE INDIANA AMBASSADORS
Partnerships with Radio One media group featuring Tina Cosby, host of Community Connection on WTLC 1310 AM The Light, and Gloria Jimenez, executive director of Indiana Latino Expo and TV and radio host.
Creative also features Donate Life Indiana Ambassadors, such as Faith McKinney, show in print, digital and social ads.
Indianapolis Recorder
Spotify ads targeted to Hip Hop and R&B genres, traditional and streaming radio in Indianapolis, Fort Wayne and Evansville markets.
Placed in partnership with radio stations, targeted to station listeners.
Targeted to Indiana geography with an interest in music genres that aligned with radio buy - hip hop, R&B and gospel.
Traditional radio to Indianapolis market on WTLC 1310 AM The Light and LaGrande 105.1 FM and streaming statewide.
Placed in partnership with radio stations, targeted to station listeners.
Targeted to Indiana geography with job titles related to church, clergy, pastor, priest, and others in faith leadership positions.
Traditional and streaming radio to Indianapolis market on WTLC 1310 AM The Light, WTLC 106.7 FM and LaGrande 105.1 FM.
Indianapolis Recorder
Targeted to Indiana geography with an interest in music genres that aligned with radio buy - hip hop, R&B and gospel.
Placed in partnership with radio stations, targeted to station listeners.
English brochure
Spanish brochure
Traditional and streaming radio to Indianapolis market on WTLC 1310 AM The Light, WTLC 106.7 FM and LaGrande 105.1 FM.
English Radio
Spanish Radio
Placed in partnership with Telemundo and LaGrande TV and radio stations, targeted to station viewers and listeners.
English 300x250
Spanish 300x250
Indianapolis Colts
Campaign
A partnership with the Indianapolis Colts is a touchdown for Indiana Donor Network.
From education to action, we share the facts about organ donation and have visible signage at Lucas Oil Stadium as well as on-site activations to encourage fans and visitors to sign up to be a donor hero. Additionally, radio spots are included in pre-game, in-game and post-game coverage. TV, digital and social are also part of our marketing mix to extend our reach.
Special support from the Colts mascot, Blue, who was the 2019 mascot of the year aids in our mission to save more lives and end the wait for lifesaving organs.
Poster
Rack card
Transaction card
TV
“Colts Timeout” :30 TV
“Colts and the BMV” :30
“Blue at the BMV” :30 TV
Rose Parade
Advertising
Indiana Donor Network and Donate Life Indiana have been Donate Life Rose Parade float sponsors since 2009. The Donate Life Rose Parade float inspires people to save lives by becoming organ and tissue donors.
The float features floragraphs (floral portraits), honoring the lives of deceased donors. As sponsors of the float, Indiana Donor Network and Donate Life Indiana select a donor hero as their Indiana honoree to be pictured on the floragraph. The TV and radio commercials ran during the Rose Parade, telling the story of the donor hero and encouraging Hoosiers to watch the Rose Parade and sign up to be organ donors.
2022 “Rose Parade” :60 TV
2023 “Rose Parade” :60 TV
National Donate Life Month
Advertising
2023 “National Donate Life Month – McKenzie” :30 TV
Indy 500
Campaign
This campaign, featuring radio and television ads, encouraged Indy 500 fans to do something legendary by signing up to be organ donors.
Indy 500 “Fast Fact” :30 TV
Indy 500 “I am Driven” :30 TV
Ryan Newman Driven2SaveLives Campaign