Transforming more lives through organ donor registrations 

Among the UAE’s general public, there is still low awareness and limited education when it comes to organ donation. Talking about what comes after death can be perceived as morbid, and in some cultures, there is trepidation about bodily integrity, familial ties, and religious convictions. However, generosity and acts of giving are also hallmarks of these cultures.

We wanted to tap into the appreciation of life as the ultimate gift, while driving action that would transform future lives. To encourage people to consider organ donation and register as a donor, we needed a platform that shared the special stories of how donations gave some people a new lease of life.

We launched @GiftOfLifeAD as a social media platform and sketched a roadmap that highlighted key moments, bolstered by the voices of real-life beneficiaries of donated, transplanted organs. Through engaging hero content and strategic partnerships, we steadily increased awareness and participation in Hayat, the national organ donation programme.

Organ donor registrations increased by 612% over the following ten months. By showcasing the human stories behind organ donation, ‘Hayat’ became more than a campaign and the subject of organ donation has since enjoyed substantial visibility across traditional and social media.