Second Chances

They gave someone a second chance at life. We gave them a second chance on the road.

In California, where millions of drivers make decisions about organ donation at the DMV, we saw an opportunity to turn an everyday moment into a powerful reminder of the importance of becoming a donor.

We created Second Chances, a campaign that transformed routine traffic stops into unexpected moments of gratitude. Working with participating police departments, drivers who committed minor traffic violations and were registered organ donors received a special Second Chances ticket instead of a fine.

Real officers. Real drivers. Real traffic stops.

By turning an unpleasant experience into a moment of recognition, we brought the value of organ donation to life in a way people could experience firsthand.

Because sometimes, giving a second chance deserves one in return.

SKILLS: Art Director, Creative Director