Digital Media Content

The researchers created a digital media campaign with the slogan entitled, “Life. Pass It On.” to capture the continuity of life and the active involvement of individuals in giving life to others. Australian university students aged between 18 and 22 years old were targeted because the Gen Z population has some of the lowest registration rates on the Australian Organ Donor Register.

Through creating engaging videos that takes into consideration the content preferences of Gen Z students, the digital media content sought to:

• Convey the ease and importance of registering as an organ donor. It takes one minute to register as a donor on donatelife.gov.au or just three taps using the Medicare app.
• Encourage Australian university students to have a conversation with their next of kin are aware of their donation decisions and can honour their wishes. In the hospital, 8 in 10 families say yes if their family member had registered to be a donor. But this number is halved when families are uncertain whether their family member would like to be a donor.

Short Scripted Videos for Social Media

• Luke's trolley ride
• Lulu's Hangover
• Luke & Lulu's near miss

Vox Pop Interviews with Australian University Students

• I'll die of something boring like old age
• Not registered, but I'd like to be
• I drive like a maniac
• I'm going out in a ballin' flame of victory
• I'll die of old age surrounded by family

Digital Media Posters