Organ and Tissue Authority

DonateLife Week and organ donation

National PR for six DonateLife Week campaigns, 2021 to 2026, plus a five-year communications strategy, to get more Australians registered as organ and tissue donors.

475,000+

Australians registered as organ donors across six DonateLife Week campaigns we’ve supported with PR

26.3m

media reach, DonateLife Week 2026

Winner

Best Government Campaign, Mumbrella CommsCon 2022

What we did

4 projects, most recent first.

2026

DonateLife Week 2026

A national earned-media campaign to encourage more Australians, especially younger people, to register as organ and tissue donors.

National case studies, with a strong focus on younger Australians
Support for a national media partnership
The Minister’s media pack and releases for every state and territory

26.3m media reach

2025

DonateLife Week 2025

A national PR campaign putting a human face on the transplant waitlist, to get more Australians registered as organ and tissue donors.

Case studies sourced and placed with national media
Media releases using local registration and consent data
Briefed the media buy and produced a video ad with Rocky Cranston

2021-2024

DonateLife Week 2021-2024

PR and media for four DonateLife Week campaigns, turning support for organ donation into registrations.

National media relations, case studies and events for each DonateLife Week
Media around a “race” to 100,000 registrations to create urgency
Media moments including landmarks lit up for DonateLife Week

400,000+ Australians registered

108,000+ registrations in 2021 alone

Winner Mumbrella CommsCon, Best Government Campaign 2022

2023

Five-year communications strategy

A five-year national communications and engagement strategy to lift donor registrations and family consent.

One-on-one consultation with 40+ stakeholders in Australia and overseas
The strategy and a year-by-year activity plan
Support for a team restructure and new way of working

40+ stakeholders consulted

5 years strategy, 2023-2028

Year by year activity plan

Find out more: donatelife.gov.au