Organ donation is the ultimate gift a human can give, but only half of Americans register to become a donor despite 95% believing in its importance. To counter this, Second Chances was created to reward an organ donor’s generosity. The way it works: Police officers give donors—indicated as such on their drivers licenses—a “Second Chance Ticket” (A warning instead of an actual ticket) on account of the donor giving someone else a second chance on life. This program motivated others to become donors, and it’s motivating police across the world to save more lives by adopting Second Chances.

In spite of having the greatest number of licensed drivers in the country, California also has the lowest percentage of registered organ donors. This is particularly strange since 95% of Americans support the idea of organ donation, but less than half actually register to receive the “pink dot” on their driver’s license to indicate that they’re a donor. To get more people to become registered organ donors, we had to find a way to make the selfless act of registering felt on a personal level since most donors never receive a thank- you from their transplant recipients.

People proudly display differently colored buttons, ribbons, and pins to show their support for various causes, but organ donation is different since the only identifiable sign of support is a tiny pink dot on the front of one’s driver’s license. This doesn’t seem sufficient since that one pink dot has the capacity to save up to eight separate lives for every willing donor, and — with over 114,000 people waiting for an organ transplant — the need for donors is critical. Through Second Chances, we saw an opportunity to bring that tiny pink dot out of hiding as a thank-you to those who have registered to donate while simultaneously encouraging others to do the same.

Less than half of all drivers in the country are registered organ donors in spite of 95% of all Americans supporting the idea of it. Additionally, 95% of organ donor registrations are made while applying for or renewing one’s driver’s license, so we specifically chose that particular audience as our target since they had the greatest capacity to enable change. Our strategy was to use a universal moment of anxiety and transform it into a moment of acknowledgment and gratitude, and — by utilizing our police partners as both facilitators and promoters — we took a moment when a person is most vulnerable to create a meaningful relationship that could spark awareness and change. Additionally, we developed a Second Chances toolkit so other police forces could adopt the program and spread our message through best practices.

The last thing any driver wants to hear is “License and registration, please,” and — using the Second Chances program to kick off National Organ Donation Awareness Month — we used this otherwise stressful moment as an opportunity to give drivers a second chance as a thank-you for their willingness to give others a second chance at life. Working with three California police departments, drivers were pulled over for minor traffic violations, but — instead of receiving an infraction — registered donors were handed a “Second Chance Ticket” and praised for their willingness to give others a second chance at life. A Second Chances toolkit was made available on secondchancesdonor.org to make it easy for other police departments to implement the Second Chances program and support this great cause.

- In the month the campaign launched, California registered 110,609 new donors— a 38% increase from the year prior.

- More than 3,000,000 free impressions.

- Other police departments adopted the program for their own use. As of today, Beverly Hills, Anaheim, and New York State are taking steps to join the original pilot cities and make this an annually reoccurring program.