Gift of Life Inc

Gift of Life Inc works to increase awareness of organ and tissue donation in the ACT. Gift of Life has been hosting the annual DonateLife Walk in Canberra for thirteen years. Every year the Walk attracts about 3,000 participants. It is Canberra’s biggest community event in support of the national DonateLife campaign.

This year Big Bang Social, in collaboration with Mel Gibbons of Elm Communications and event managers Show Pony, is working to promote and deliver Gift of Life’s 2020 DonateLife Walk.

Monica and Mel – early morning start!

The need

Gift of Life Inc were looking for a communications partner who could work collaboratively with their new event management team and the event organising committee. Gift of Life appointed Big Bang Social in September 2019.

Whilst the DonateLife Walk has enjoyed strong community support over the years, the organising committee is keen to have more first-timers joining the Walk in 2020 and to see an increase in the number of ACT registrations on the Australian Organ Donor Register.

Mallie Taylor of Mattalie Photography capturing personal organ transplant stories to enhance event communications

Our solution

Big Bang Social is reviewing and refreshing event communications that have worked well for Gift of Life Inc in the past. Activities such as media engagement, email marketing and website updates have been effective over the years.

This year, we’re bringing something new. The event social media strategy, including compelling personal stories, aims to expand reach, engage the community and bring new participants to this popular event. 

The outcome

Instagram was flooded with these cute videos taken at the event photo both courtesy of Mel Hill Photography

The campaign kicked off on 10 December 2019! The social media campaign included Facebook, Instagram and email marketing. Content featured a combination of personal stories from the donor community, facts about organ donation and event updates – all generating a community buzz about the Walk.

Instagram tile promoting community conversation.

The NSW /ACT bushfire crisis and smoke haze that engulfed Canberra throughout December 2019 and January 2020 did impact, understandably, on public engagement in activities beyond these twin catastrophes. However, we were fortunate to have clear air and reduced bushfire danger in February. The event, held on the morning of Wednesday 26 February 2020, attracted an estimated 2,000 participants with great media coverage across traditional and social channels.

Federal Minister Mark Coulton and ACT Health Minister Rachel Stephen-Smith cut the ribbon to start the Walk

Big Bang Social worked hard before and at the event itself to promote widespread media coverage – printed media, wider coverage on social media as well as very good TV coverage. Our overall working relationship with Big Bang Social was very positive and cooperative. The range and quality of their output was very good. David O’Leary, President Gift of Life Inc

The Gift of Life’s Donate Life Walk campaign achieved its three major goals:

  • Raise awareness of organ and tissue donation in the ACT: Over 1,000 Canberrans added their name to the Australian Organ Donor Register during Jan – March 2020.
  • Achieve strong event participation: An estimated 2,000 participants joined the Walk.
  • Engage high profile individuals in the campaign: Federal and ACT Ministers, Canberra identities and leading businesses supported the campaign.

If you haven’t already, sign up to the Australian Organ Donor Register. It only takes a minute!

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