Most people think that organ and tissue donation is a good thing. For some reason millennial males in Arizona just weren’t signing up. We launched a campaign set out to talk to this target audience in a way they could appreciate- short, hilarious videos and digital radio spots that told them there are pointless ways to spend 38 seconds or you can sign up to save lives in the same amount of time. The easy and right choice came through loud and clear. After a few short months, enrollment increased 4X the previous year.