2022 Golden Spike Awards

2022 Photo Gallery | Living Planet Aquarium

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2022 Winners

Division - Campaign
Category – Social Media – Govt. Non Profits. Associations
Entry Title: DONATE LIFE LICENSE PLATE

How do you go about getting a specialized license plate available to the public? The quick answer...we’re not sure but are about to find out.  It started with teenager Catcher McCardell and his eagle scout project.  When he and his family were on vacation in Colorado, he noticed many Colorado donate life license plate driving down the road. That made him wonder why there wasn't a Donate Life License Plate in the state of Utah. As the Organ Procurement Organization in the state, he approached us about the idea and wondered if we were willing to help him achieve his goal of getting the specialized plate in Utah. We said yes and ten months later (we're told this was fast) the license plates are on Utah roadways and currently available to the public.

Strategic Components

• Frame the campaign around Catcher McCardells story. A teen trying to pass a bill, promote organ donation AND help DonorConnect raise money all at the same time? It's what movie plots are made of.
• Position the license plate as a billboard on wheels. This is an amazing way to bring awareness to a cause that isn't high on anybody's radar until you realize that life is too short.
• Emphasize that you don't have to be an organ recipient or a family member who lost a loved one to get this plate. Anybody who supports organ donation can get it.
• Let trusted local outlets (radio, TV and print) know about "the teen with a dream". It's the feel-good story every outlet is looking for.
• No budget...no problem. Would you be shocked if we told you that one person was responsible for running the campaign, developed the strategy and created all the video and graphics? Well...that's what happened.