A campaign for the Organ Donor Foundation SA conceptualised by MullenLowe in 2014 saw over 10 000 people register as Organ Donors in South Africa within 4 weeks. Spearheading and driving the PR behind the campaign, we generated over R14 million with of media coverage and our efforts were recognised by our peers at the 2014 Loerie Awards as we won a Gold Loerie for PR. It remains one of the most impactful campaigns we have ever worked on.