ODD: Organ Donation Day
Using Humour to Tackle Complex Issues
For the activation project, we were asked to research, define and respond to a social issue of our choice. Recognising the sizeable absence of an informative, affirmative and action-driven campaign to encourage Organ Donation Registration, I chose to explore this topic.
The Design Research Kit (DRK) was the first step in this 12 week project and was used to gather primary and secondary data that would inform the rest of the campaign.
My DRK packages primary research tasks into a present titled The Gift of Life. This concept was derived from the idea that organ donation is the greatest gift you can give, softening the tone of what were rather confronting questions surrounding death and bodily autonomy.
The ensuing poster developed the data from the Design Research Kit into a vibrant, dynamic infographic. The design allows the potentially unnerving data findings to be gauged and understood in a way that is engaging, digestible and impactful.
With evidence that respondents are aware of the impact of organ donation but lack the self motivation to actively seek out an opportunity to register independently, it became clear that my campaign needed to focus on:
Presenting the opportunity to donate
Emphasising the convenience and low effort involved
Target people when they are stagnant and idle.
The data was used to inform the campaign explored in the following posts.
Organ Donation Day (ODD) is a campaign to encourage organ donation registration, recognising both the immense social impact organ donation can have, and the sizeable absence of an informative, affirmative and action-driven campaign in media and culture.
A comprehensive style guide and accompanying application booklet showcase the development of an extensive, inspired and thoughtful identity and celebrates whats possible when this flexible identity is embraced, adopted and professionally executed.
Applying the designs and rules outlined in the style guide, the secondary outcome comprises of an extensive poster series. These posters are designed to be placed in various public locations, targeting individuals at times they are idle. That is, when they have 1 minute to spare, to save 7 lives.
This application embodies the 7 weeks of campaign research and the subsequent brand ethos of making organ donation registration digestible, approachable and convenient.
Exemplifying ODD’s campaign intention to target young people as an under- represented age group in organ donation registry, the driver’s license folder is intended to embed the brand in a characteristic milestone of young people. In doing this, organ donation is introduced as aligned with positivity and celebration.
