Organ Tissue Authority and Donate Life

TESTIMONIAL

“Jorge shot a beautiful series of portraits for the DonateLife Week campaign. Along with a dedicated team, Jorge was a pleasure to work with; positive and focused while maintaining enthusiasm throughout the day-long shoot. Jorge engaged sensitively with our subjects which included health professionals, transplant recipients and family members of deceased organ donors. He was directed by the brief and our feedback on the day. The result was a set of imagery which featured in a national campaign still circulated today. Jorge comes highly recommended as a professional photographer. I look forward to the opportunity to work with him and Artificial Studios again soon!”

Prue Gildea - Media Communications Advisor at Donate Life Victoria

PROJECT

With over 1,500 Australians and their families today waiting for an urgent life-saving transplant, DonateLife Week (31 July - 7 August) is a key part of the Australian Government’s national reform program to increase organ and tissue donation and transplantation outcomes.

The campaign encourages Australians to join the Australian Organ Donor Register online, and to share their decision with family and friends.

We photographed twelve selected organ donors, recipients and families of recipients. Photographing at a park and in situ at a hospital with one subject on a dialysis machine, we captured chosen subjects with sensitivity, while engaging interest in their personal stories aimed towards encouraging donation registrations.

DELIVERABLES

The campaign photos featured in billboards, shared on social media using #endthewait #donatelife #makeitcount hashtags and were used in various government resources across both DonateLife Week 2016 & 2017 campaigns.

Due to this awareness raising campaign, the number of organ donors and transplant recipients in 2016 was the highest since national records began. 503 deceased organ donors and their families gave 1,447 Australians a new chance in life.