While the majority of Australian’s support organ donation, only 36% of the population are registered to be a donor. Currently, there are 1,800 Australians on a waitlist for an organ transplant. But the biggest problems is, of the people who are registered to be donors, 53% of organ donations are overturned by family due to not knowing their loved ones wishes.
We started by coming up with an idea wherein transplant athletes who won medals at the games, had the opportunity to honour the people who made their success possible.
We created the first medal in sporting history that could be split in half and given to living donors or a donor’s families as a gesture of thanks and gratitude.
During the games, we documented the splitting of the medals. Giving recipients, living donors and deceased donor’s families an opportunity to tell their unique stories of adversity
and gratitude.
From the footage compiled, we created the documentary ‘Second Chance Champions’ to amplify the message - essentially hiding an organ donation drive in a sports doco.
The documentary and shorter content were distributed locally (and globally in 2024) in partnership with Network 10, 10Play, Paramount+ and Apple TV+ to an Australian audience of 12+ million. After watching the documentary, viewers were prompted to have a conversation with their family about organ donation. The shows page also linked to the Donate Life website which allowed viewers to then register to be organ donors.
