All rights reservedKnox, KathyParkinson, JoyAhani, AliNeilsen, Filippa2025-10-1620212024-01-23978981158516610.1007/978-981-15-8517-3_8https://hdl.handle.net/20.500.14802/8965This chapter is presented in five sections. In the first section, we present a summary of the background and analysis of the organ donation context, highlighting international issues and current challenges in post-mortem organ donation. In the second section, we present a case study style summary and critical explanation of the MAKE IT COUNT 2018 campaign from Australia, which aimed to raise awareness and increase Australian Organ Donor registrations at the 2018 Brisbane Ekka in Queensland. We conducted targeted awareness and registration activities before and during the Ekka festival, featuring a team of roving recruiters, a concurrent social media campaign, and a unique smart device application, the DonateLife App. Developed in consultation with young adults and the culturally and linguistically diverse (CALD) community, the App delivers facts about organ donation, links users to the Australian Organ Donor Register and gives practical support on talking with family about donation decisions. In the third section, campaign strategies and tactics are mapped against social marketing principles. The fourth section presents the results and examples of the campaigns impact. The fifth section concludes by considering the campaign in the broader context, it discusses limitations and gives future recommendations for promoting pro-donation behaviours.Post-mortem organ donationSocial marketingCampaignPrinciplesEvaluationBook chapterControlledPUB0201095688