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

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. [kickout id="1"] 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. CREDITS: 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 4K 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