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Crosby Creates “More Donors, More Hope” PSA Campaign for HRSA


Crosby Marketing Communications (Crosby) has launched the “More Donors, More Hope” campaign on behalf of the Health Resources and Services Administration (HRSA). The national effort, which launched this April for Donate Life Month, calls on audiences of all races and ethnicities to learn more about organ donation and sign up as organ, eye, and tissue donors. This campaign was funded through a contract with HRSA which operates the nation’s organ transplant system, the Organ Procurement and Transplantation Network (OPTN).

The centerpiece of the inspiring campaign is a TV PSA that tells the heartwarming story of a little boy who tries to help his sick mother who needs a kidney transplant the best way he knows how. He gathers his crayons and creates a hand-drawn flyer, and along with his older brother, heads out into his neighborhood to spread the message that his mother needs an organ donor. Filmed throughout Brooklyn, NY, the spot culminates in an emotional scene in Sunset Park where the boy wins over a group of chess players. Crosby worked with a bilingual director and cast to create the spot in English and Spanish.

“Every day, patients on the transplant waiting list and their families are hoping to get the call that will change their life,” said Raymond Crosby, President and CEO of Crosby. “We’re proud to support HRSA on this campaign to help mobilize diverse audiences about the amazing gifts they could give by registering as an organ donor.”

More than half of the people on transplant waiting lists are people of color, so increasing the diversity among registered organ donors will give more patients a better chance at a match. While race and ethnicity are never a factor in the matching process, donors and recipients who share a racial or ethnic background are more likely to have compatible blood and tissue types.

Using robust audience research and message testing as the foundation, the multimedia effort includes:

  • Inspiring TV, out-of-home, and print PSAs
  • Educational materials including an animated video and infographic
  • Digital and social ads across national and niche platforms that drive audiences to the organdonor.gov and donaciondeorganos.gov websites

Crosby collaborated with HRSA’s Division of Transplantation, Hispanic audience experts from the Hispanic Communications Network (HCN), and production company SLMBR PRTY on the campaign.

Crosby provides integrated advertising, public relations, social media, and digital marketing services through specialized practices in Healthcare, Government, Nonprofits & Causes, and Military & Veterans. The firm ranks #22 on O’Dwyer’s list of national communications firms, is a top provider on the GSA Professional Services Schedule, and is a Google Premier Partner. Crosby was named Small Agency of the Year by PRovoke Media in 2021 and has been a Washington Post Top Workplace for seven consecutive years.

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Gillian Pommerehn
(410) 626-0805

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