Your Name Saves

We made it personal. Type your full name into YourNameSaves.org and watch other names emerge from it, letter by letter: Elizabeth Williams holds Eli, Liz, Beth, Will and Liam.

Connect Facebook and the metaphor turns real. The names hidden in yours become your actual friends, faces and all, ready to register and share as a post.

It launched on Giving Tuesday, November 29, 2016, made with Leo Burnett Chicago. "Using an individual's own name personalizes the appeal to save lives," said David Fleming, president and CEO of Donate Life America.

For print we built a typeface that works the same way. Each letter was drawn by hand, then 3D-printed, so a full name could stand up as physical type and be photographed in soft light.

Small portraits float above and below each name, linked to the shorter names hidden inside it. Frederick Jones, Elizabeth Williams and Melissa Maldonado each became a cluster of lives.

The print won early: Clio Gold and Epica Gold in Health Print, then the ADDY for Print Campaign of the Year. The Gunn Report ranked it the second most awarded print in the U.S.

Donor registrations rose 140% year over year, with a 300% increase in the rate of registration. The campaign drew 10.1 million social media impressions.

In December 2016 the Obama administration hosted an organ donation summit at the White House. Health officials there singled out Your Name Saves for its creative approach.

Through 2017 it won 24 medals across Cannes, the Clios, the One Show, the ANDYs and LIA. Among them were Cannes Silvers in Outdoor and Promo & Activation and a LIA Gold in Health.