Graphic Design
Head & Heart
An awareness campaign designed to help young adults understand organ donation and feel prepared to make a registration decision before reaching the RMV. The Head & Heart platform combined animation, video, facts, and real-life stories to make the topic more approachable and engaging.
Year :
2026
Industry :
Public Health
Client :
MA Department of Public Health, New England Donor Services (NEDS)
Project Duration :
9 months
Overview
Organ donor registration rates among young adults were declining, even though research showed many were open to becoming donors. MORE developed Head & Heart, an animated campaign designed to build awareness and understanding of organ donation before young adults reached the RMV and were asked to make a registration decision.
As Senior Art Director, I helped develop the campaign’s visual direction and design across the platform, including graphic design and video production using AI-assisted techniques.
Challenge
Research with 16–24-year-olds found that low awareness—not negative attitudes toward organ donation—was the primary barrier to registration. Many young adults had little or no knowledge about organ donation until they were asked about it at the RMV, leaving little time to understand the decision.
The challenge was to introduce the topic earlier and make organ donation feel approachable, relevant, and easy to understand without relying on fear or emotional pressure.
Solution
Head & Heart used animation and storytelling to make a complex and personal topic easier to engage with. The campaign combined practical registration information, key facts, and real-life impact to help young adults understand organ donation and feel more prepared to make an informed decision.
I helped translate the platform into a cohesive visual system across campaign materials, with video playing a central role in bringing the Head & Heart concept to life. AI-assisted production techniques were incorporated into the video development process to support the campaign’s visual storytelling.
Campaign Videos:
The campaign generated strong awareness and engagement among young adults, with significant growth in traffic to the campaign website.
11M+ impressions
53K clicks
2.3M video views
22,621% increase in average weekly pageviews
Concept Exploration
Before Head & Heart was selected, we explored several creative territories designed to connect organ donor registration with the young adult experience at the RMV. Each concept approached the challenge differently—from humor and visual play to the independence and responsibility associated with getting a driver’s license.
I Heart the RMV flipped the familiar frustration of the RMV into a positive moment, using exaggerated emoji expressions to follow a teen through the registration experience and celebrate the decision to become an organ donor. Drive It Forward connected donor registration to the milestone of getting a license, using quick-cut, user-generated-style footage of teens passing a keychain from one driver to the next to show how one simple choice can create an impact beyond yourself.
More Projects
Graphic Design
Head & Heart
An awareness campaign designed to help young adults understand organ donation and feel prepared to make a registration decision before reaching the RMV. The Head & Heart platform combined animation, video, facts, and real-life stories to make the topic more approachable and engaging.
Year :
2026
Industry :
Public Health
Client :
MA Department of Public Health, New England Donor Services (NEDS)
Project Duration :
9 months
Overview
Organ donor registration rates among young adults were declining, even though research showed many were open to becoming donors. MORE developed Head & Heart, an animated campaign designed to build awareness and understanding of organ donation before young adults reached the RMV and were asked to make a registration decision.
As Senior Art Director, I helped develop the campaign’s visual direction and design across the platform, including graphic design and video production using AI-assisted techniques.
Challenge
Research with 16–24-year-olds found that low awareness—not negative attitudes toward organ donation—was the primary barrier to registration. Many young adults had little or no knowledge about organ donation until they were asked about it at the RMV, leaving little time to understand the decision.
The challenge was to introduce the topic earlier and make organ donation feel approachable, relevant, and easy to understand without relying on fear or emotional pressure.
Solution
Head & Heart used animation and storytelling to make a complex and personal topic easier to engage with. The campaign combined practical registration information, key facts, and real-life impact to help young adults understand organ donation and feel more prepared to make an informed decision.
I helped translate the platform into a cohesive visual system across campaign materials, with video playing a central role in bringing the Head & Heart concept to life. AI-assisted production techniques were incorporated into the video development process to support the campaign’s visual storytelling.
Campaign Videos:
The campaign generated strong awareness and engagement among young adults, with significant growth in traffic to the campaign website.
11M+ impressions
53K clicks
2.3M video views
22,621% increase in average weekly pageviews
Concept Exploration
Before Head & Heart was selected, we explored several creative territories designed to connect organ donor registration with the young adult experience at the RMV. Each concept approached the challenge differently—from humor and visual play to the independence and responsibility associated with getting a driver’s license.
I Heart the RMV flipped the familiar frustration of the RMV into a positive moment, using exaggerated emoji expressions to follow a teen through the registration experience and celebrate the decision to become an organ donor. Drive It Forward connected donor registration to the milestone of getting a license, using quick-cut, user-generated-style footage of teens passing a keychain from one driver to the next to show how one simple choice can create an impact beyond yourself.
More Projects
Graphic Design
Head & Heart
An awareness campaign designed to help young adults understand organ donation and feel prepared to make a registration decision before reaching the RMV. The Head & Heart platform combined animation, video, facts, and real-life stories to make the topic more approachable and engaging.
Year :
2026
Industry :
Public Health
Client :
MA Department of Public Health, New England Donor Services (NEDS)
Project Duration :
9 months
Overview
Organ donor registration rates among young adults were declining, even though research showed many were open to becoming donors. MORE developed Head & Heart, an animated campaign designed to build awareness and understanding of organ donation before young adults reached the RMV and were asked to make a registration decision.
As Senior Art Director, I helped develop the campaign’s visual direction and design across the platform, including graphic design and video production using AI-assisted techniques.
Challenge
Research with 16–24-year-olds found that low awareness—not negative attitudes toward organ donation—was the primary barrier to registration. Many young adults had little or no knowledge about organ donation until they were asked about it at the RMV, leaving little time to understand the decision.
The challenge was to introduce the topic earlier and make organ donation feel approachable, relevant, and easy to understand without relying on fear or emotional pressure.
Solution
Head & Heart used animation and storytelling to make a complex and personal topic easier to engage with. The campaign combined practical registration information, key facts, and real-life impact to help young adults understand organ donation and feel more prepared to make an informed decision.
I helped translate the platform into a cohesive visual system across campaign materials, with video playing a central role in bringing the Head & Heart concept to life. AI-assisted production techniques were incorporated into the video development process to support the campaign’s visual storytelling.
Campaign Videos:
The campaign generated strong awareness and engagement among young adults, with significant growth in traffic to the campaign website.
11M+ impressions
53K clicks
2.3M video views
22,621% increase in average weekly pageviews
Concept Exploration
Before Head & Heart was selected, we explored several creative territories designed to connect organ donor registration with the young adult experience at the RMV. Each concept approached the challenge differently—from humor and visual play to the independence and responsibility associated with getting a driver’s license.
I Heart the RMV flipped the familiar frustration of the RMV into a positive moment, using exaggerated emoji expressions to follow a teen through the registration experience and celebrate the decision to become an organ donor. Drive It Forward connected donor registration to the milestone of getting a license, using quick-cut, user-generated-style footage of teens passing a keychain from one driver to the next to show how one simple choice can create an impact beyond yourself.