We created a campaign designed to get the public emotionally invested in the survival of a single patient. Get Me To 21 revolved around Jenna Lowe, a 19-year-old awaiting a lung transplant. She invited the entire country to her 21st birthday party — but to attend, you had to register as an organ donor. Through the invitation and the hashtag #GetMeTo21, people were directed to getmeto21.com, where they could register as organ donors in minutes using a customised form. With a media budget of R0, the campaign generated 20,000 new organ donor sign-ups in just three months. Jenna eventually received the lungs she so desperately needed, but sadly passed away in June 2015.