To Reward Organ Donors While They’re Alive, These Police Are Waiving Their Tickets

'Second Chances' campaign from Donate Life California could be embraced in other communities

A motorist gets off with a 'Second Chance' warning thanks to her license showing she is an organ donor. Donate Life California
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It’s no Get Out of Jail Free card, but motorists who ran stop signs or went over the speed limit in some California communities were likely glad to dodge some fines this month. And best of all, they earned it—even if they had no idea they had.

Through Donate Life California’s “Second Chances” effort, three California police departments in April agreed to let drivers off with warnings after minor traffic violations, so long as their licenses showed they were registered organ donors.

Created through a partnership of three McCann offices—Hispanic marketing-focused Casanova//McCann, McCann New York and McCann Canada—the initiative was embraced by police in the California cities of Fullerton and Placentia, along with campus police at California State University Fullerton. Showing its potential to spread even farther, the Second Chances campaign was also taken up by police in Calgary, Canada.

Organ donation causes have sparked quite a range of creative approaches in recent years.

In 2016, Donate Life and The Martin Agency introduced us to the World’s Biggest Asshole (played perfectly by Thomas Jane), a man who spent his life being awful to everyone—yet died a hero thanks to his organ donor registration. That same year, the “Second Life Toys” project by Dentsu creatives replaced stuffed animals’ missing parts as a way of highlighting the need for child organ donors.

Most ambitiously, New York’s Montefiore Health System and agency JohnXHannes created a 43-minute film in 2018 called Corazón and dedicated to sending a message about organ donation. The lengthy video project won a Grand Prix at the 2018 Cannes Lions and a Grand Clio in Branded Entertainment.

Donate Life California says 114,000 men, women and children are currently on organ donation waiting lists and that each organ donor can save up to eight lives. You can learn more and, if you’re in California, register to be an organ donor on the campaign site.


Second Chances

Agency: Casanova//McCann
Ingrid Otero-Smart – President/CEO
Elias Weinstock – EVP/Chief Creative Officer
Marco MunÞoz – Executive Creative Director
Fernando Poblete – Creative Director
Francisco Rojas – Associate Creative Director
Christian Mondragon – Sr. Copywriter
Kristen Scharf – Copywriter
Roman Gonzalez – Sr. Art Director
Anthony Chavez – Account Executive
Humberto Rodriguez – Director of Broadcast Production
Flor Castaneda – Producer
Caitlyn Thompson – Associate Producer
Nano Recondo / Voltron – Editor
Jonathan Lackey – Digital Operations Director
Eric Wang – Jr. Content Creator
Ann Davis – Business Affairs

McCann NY
Eric Silver – Chief Creative Officer, North America
Nir Refuah – Executive Technology Creative Director
Nathy Aviram – Chief Production Officer
Dave Herman – SVP Executive Producer
George Katz – Co Design Director
Eric Perin – Director/DP
Jeremy Miller – Chief Communications Officer
Rahel Rasu – VP Director of Communications, McCann Worldgroup North America
Bruce Stockler – Communications Director
Erik Kroha – VP Director of Technology
Peter Gallo – SVP Director of User Experience

McCann Canada
Josh Stein – Executive Creative Director
Jacqueline Bellmore – Executive Producer
Olia Dallimore – Producer
Marissa Gladstone – Account Director
Caroline Murphy – SVP, Brand Development

Craft Studios New York
Karen Hannegan – Executive Producer
Editor – Ilysa Katsap

Circle Productions
Karen Tameanko – Executive Producer
Rob Turner – Director/DP

D’avant-Garde Media
Francisco Pugliese – Director

Aaron Bernakevitch – CEO, Producer
Justin Ross – Sound
Phil Harrison – 1st AC

JSM Music
Saints Editorial
Michelle Rich – Executive Producer
Mark Paiva – Editor

Client: Donate Life CA
Jim Martin – CEO
Megan MacNee- Program Manager
Canadian Transplant Association
Brenda Brown – President
Paul Hirde Singh – Alberta Provincial Director

CSUF Police Department
Chief Raymund Aguirre
Marissa Garza – Public Relations

Fullerton Police Department
Chief Robert Dunn
Jon Radus – PIO

Placentia Police Department
Chief Darin Lenyi

Calgary Police Services
Tanja McMorris – Communications Strategist
Constable Randy Macdonald
Constable Ken Richards

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."