Capacity and Capability
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Since 2019, Jayden has been a volunteer speaker for Donate Life, passionately advocating for organ donation - a cause that’s profoundly personal to him. After contracting the flu in 2017, he spent 436 days with an artificial heart while waiting for a life-saving transplant. Jayden finally received the gift of life, a heart that transformed his future, and now he's driven to share the importance of organ donation with others.
With over 35 years of experience as a storyteller, creative director, and writer, Jayden built his career around crafting narratives that resonate deeply. This background allows him to reach audiences on a personal level, maximising engagement and impact. Recently, he has been visiting schools to speak to students in Years 10–12 about organ donation. These sessions have been incredibly rewarding, with young audiences proving to be especially receptive and engaged with this message.
In 2019 and 2020, Forever Grateful produced two videos to support Donate Life Week, each tailored for the digital landscape, allowing precise control, monitoring, and data extraction throughout the campaigns. This data-driven approach enables us to design and adjust campaigns for specific audiences, ensuring effective, measurable results.
Each campaign provided insights into different strategies for engagement:
2019 Campaign – If I Could Talk To My Donor: This emotive three-minute piece captured a recipient’s perspective, evoking strong organic engagement but yielding a modest click-through rate to the Donate Life registration page.
Campaign Results:
- Impressions: 584,975
- Video Views: 208,171
- ThruPlays: 53,308 (25%)
- Engagements: 28,350 (13.6%)
- Clicks to donatelife.gov.au: 119
- Total Budget: $57,000
2020 Campaign – What Is A Hero: Learning from 2019, the 2020 campaign shifted to a concise, one-minute format with a clear, results-focused message. Framed as an ad rather than a short film, it had a broader demographic reach and a clear call to action, resulting in a much higher click-through rate.
Campaign Results:
- Impressions: 1,747,238
- Video Views: 1,204,538
- ThruPlays: 953,579 (79%)
- Engagements: 41,007 (3.4%)
- Clicks to donatelife.gov.au: 7,192
- Total Budget: $49,000
Key Insights:
The 2019 video, though longer and highly emotive, resonated on an emotional level but resulted in limited clicks to registration. In contrast, the shorter, more direct 2020 video achieved a much higher ThruPlay rate (79% vs. 25%) and generated significantly more clicks to the registration page (7,192 vs. 119).
These campaigns demonstrate how we can adjust content strategies to maximise impact. The ability to analyse and pivot our approach ensures that we can effectively reach and engage targeted audiences across various platforms.