The document describes an organ and tissue donation awareness campaign called "What's Your Legacy?" run by CSU Sacramento's student-run public relations agency. The campaign's objectives were to educate people about donation, encourage discussion with family and friends, and increase registrations in the Sacramento region. Major events included a hockey game, campus outreach, and cultural events. The results were 554 new organ donor registrations, potentially saving 4,432 lives.

1. California State University, Sacramento
“What’s Your Legacy?”
Donate Life California Campus Challenge
Organ and Tissue Donation Awareness Campaign
March 19-April 30, 2010

2. CSU Sacramento
PR Planning and Management
“Leadership Begins Here.”

3. Our Mission
As a student-run public relations agency, we support Donate Life California’s
commitment to saving the lives of the thousands of Californians awaiting life-saving
transplants.
It is the intention of the “What’s Your Legacy?” campaign to raise awareness for organ
donation as well as to register as many people as possible as organ donors via
www.donatelifecalifornia.org.
We are committed to running a campaign with the highest standards of ethics for both
academic and professional integrity valued by the Public Relations Society of
America.
Our Vision
Our agency envisions all 26 million California drivers to be officially registered as
organ donors, thereby preventing the unnecessary deaths of Californians, because
they are unable to receive transplants.

4. Our Objectives
 Educate Northern Californians with the facts of organ and
tissue donation
 Encourage discussion of organ and tissue donation with
family and friends
 Increase the number of organ and tissue donation
registrants in the Sacramento Region and beyond via
Donate Life California
 Increase awareness of organ and tissue donation among
residents aged 18-24 in the Sacramento region

5. Campaign Committees
 Research
 Writing/Publicity/Media Relations
 Creativity
 New tech
 Logistics

6. Research Team
Members: Frances Preziosi, Kristin Gamba, Kristel Gelera, Jordan Maurer, Taylor Scoma, Andrew Walsh
Objectives
 Evaluate the success of each campaign tactic
employed; determined via statistics based on
non-scientific surveys
 Monitor news coverage and comments to
determine and measure media exposure per
event
 Monitor the increase of registrants from the
18-24 age group

7. Major Campaign Events
 Stockton Thunder Hockey Game
 Campus Blitz
 Cultural Outreach
 Sacramento State Earth Day Booths
 Second Saturday
 Run Rocklin

8. 2nd Saturday Event
Raphael Delgado Art studio
Second Saturday; “The Central City's monthly celebration of the art
and artists of our community, and beyond.”
--sacramento.downtowngrid.com

9. Cultural Outreach
Samahang Pilipino General Meeting
"The gift of organ donation will bring the hope of a life to our
communities, and maybe, even you. Make this gift mean
something for someone else right now. We have more to share
of ourselves than we know."
--Rex Navarrete, Comedian

10. 3 day Campus Blitz
University Union
 65% of those surveyed
saw a pink dot on
campus and learned
something new about
organ donations.
 55% of those surveyed
would join the Donate
Life CA registry after
seeing our event.

11. Campaign Results
 Total number of
new donor
registrants- 554

12. Results Cont’d
A Quick Comparison
 CSU Sacramento-  Sonoma State- 60 new
registrants out of 7,700
 418+ new registrants, 28,000 students/ 1,511 faculty- 0.65%
students/ 1,484 faculty of campus registered
 1.4+% of campus registered
 CSU Fresno- 23 new
registrants our of 21,500
students/ 1,100 faculty- 0.10%
of campus registered
 UC Santa Cruz- 2 new
registrants out of16,087
students/ 508 faculty- 0.01% of
campus registered
* Calculations are based on numbers provided by the college
websites

13. In Summation
554 Donors were registered.
4,432 lives were potentially saved.
It took the determination of 45 Public Relations students
To unite for just 1 cause:
Save a life today.