Before the year comes to a close, we have some exciting news to share! Driven2SaveLives, one of the highlights of 2016 at Indiana Donor Network, is now a gold winner for best marketing campaign from the eHealthcare Leadership Awards. The distinction puts Driven2SaveLives among health care’s best websites and digital communications.
In April 2016, Indiana Donor Network seized the opportunity to use the 100th running of the Indianapolis 500 – the world’s largest sporting event – to amplify messaging on organ, tissue and eye donation and transplantation. Indiana Donor Network, KV Racing Technology and IndyCar driver Stefan Wilson joined forces to create Driven2SaveLives, a campaign in honor of Stefan’s late older brother, IndyCar driver Justin Wilson. Justin died in August 2015 from injuries he sustained in a race crash and as a registered organ donor, he saved five lives. Justin’s car number was 25 and Stefan drove the No. 25 Driven2SaveLives–KVRT Chevrolet in the Indy 500. Indiana Donor Network was Stefan’s primary sponsor in the race.
Indiana Donor Network had two weeks to create Driven2SaveLives and a month to execute it – all internally. An independent microsite, digital, radio and print advertising, earned and social media, and numerous city-wide racing-related activations comprised the campaign. Support for the campaign came in all forms. Organ procurement organizations around the country engaged in the campaign, along with the American Association of Tissue Banks, Donate Life America and UNOS (United Network for Organ Sharing).
Driven2SaveLives elevated the conversation around donation and transplantation to a new level, reaching an estimated 1.3 billion people around the world and garnering an estimated $2.4 million in earned media ad value. Nearly 8,000 people visited Driven2SaveLives.org.
The eHealthcare Leadership Awards program exclusively recognizes websites and digital communications of health care organizations, online health companies, pharmaceutical/medical equipment firms, agencies/suppliers and business improvement initiatives.
We’re looking forward to 2017 and seeing what’s in store next for Driven2SaveLives!
- Meet our 2016 Donate Life Rose Parade Float honorees
- Driven2Save Lives Expands Into Dirt Track Racing In Honor of Bryan Clauson