Second Chances

California has the most vehicles and the greatest number of licensed drivers in the country, but  it has one of the lowest percentages of registered organ donors. 95% of people support organ donation but only half of them register. We wanted to raise awareness of the importance of organ donation in a breakthrough and impactful way.

In California, more than 90 % of registrations for organ donation are made at the DMV (Department of Motor Vehicles) when people are applying for their driver license. And those who register, have the “donor” pink dot in their license. 

People who are registered as organ donors are giving someone a second chance to live, so we wanted to give them a second chance when they screwed up. Police officers stopped drivers who committed infractions and moving violations and the drivers who were registered as organ donors got a second chance and instead of a fine they got just a Second Chances ticket, basically a warning and a thank you for being donors.

In Second Chances we transformed one of the worst experiences someone can have – being stopped by the police and given a fine- into a message of hope and gratitude. We activated four different police departments in three cities in two countries; \real police, real drivers, real moving violations. 

SKILLS: Art Director, Creative Director