There are over 100,000 people waiting for a life-saving organ transplant. So, our client CORE tasked us with increasing the number of registered organ donors. The challenge is that people are very reluctant to sign up as an organ donor. They don’t want to talk about it, hear about it, or even think about it. So we didn’t talk to people. We talked to their dogs, because we know that some people love their dogs more than themselves, let alone all those people waiting for a transplant. Paid social targeted dog owners with the message that you’re already your dog’s hero. Sign up as an organ donor and be a human’s hero too. Our street team maintained a strong presence at events like Dogtoberfest where we drove traffic and registrations with miniature billboards at dog-eye level. Once at our booth, we gave dog owners a reason to sign up: We treated their dogs like heroes with a larger-than-life newspaper front page photo op. Then we gave hero dogs a bright orange bandana with a QR code that links to a register.me page. So it made striking up a conversation and signing up other hero dogs a snap. We amplified this effort with the help of a dog influencer and our event activation attracted attention from the press, which helped us spread CORE’s message even more. All in all, we signed up enough new organ donors to save and heal 1,411 lives through organ, tissue and cornea donation.