Abram Gregory.
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HonorBridge / Campaign strategy

Making organ donor registration easier to act on.

Our proposed campaign paired recipient stories with direct registration links, giving interested students a clear next step while the message was still in front of them.

3,000

Target new registrations over six months

The problem

Supporting organ donation does not always lead to registering. Our campaign focused on North Carolina students aged 16–24 who were open to donation but had not taken that step.

The campaign

We proposed recipient testimonials, myth-busting content, collegiate influencers, and campus events. QR codes connected these touchpoints directly to registration, reducing the effort between interest and action.

How we would measure it

The six-month plan used a $25,000 budget and targeted 25,000 registration-page visits with a 12% conversion rate. Those assumptions produced a goal of 3,000 new donor designations; a separate awareness goal was three million impressions.

My contribution

I helped build a donor acquisition strategy that linked the creative idea to a measurable action. The visits, conversion rate, and registrations were planning targets, not completed campaign results.