Valentine’s Day is coming up. Hearts are in the headlines, in the news, in conversations and “on everyone’s brain”. Valentine’s Day celebrations are played out with extra fervour among young people and Make Mate has taken advantage of this brief annual fascination to launch a campaign aimed at reaching the sector of the population that registers as an organ donor least – young males.

The campaign for DonateLife gets people thinking about who they give their heart away to and uses media that has never been used by DonateLife – billposters and Tinder advertising – to give a fresh look, approach and appeal to donating, to reach this important audience.

Amelia Micallef, ex TBWA\Melbourne and Big Red creative, is the founder and creative director of Make Mate. She is passionate about organ donation awareness after her Dad went through a life-saving liver transplant in 2014. “After learning about the direct correlation between registration numbers and lives saved, I realised that this was a communication problem, not just a medical one. It has been a personal mission of mine to promote organ donation and was a factor that drove me to start my own agency,” she stated.

You can register to be an organ donor in one minute here.