The Western Bulldogs have enjoyed a strong and impactful partnership with DonateLife, helping to promote the importance of organ and tissue donation through The Great Registration Race.

For its dedicated match-day in Round 21 this season, a focus was to encourage the Club’s members and fans to register as organ donors – a process which can be completed in 60 seconds.

DonateLife handed out posters on the concourse for all fans and integrated through content and display advertising within Marvel Stadium.

They utilised their experiences for organ and tissue recipients and their families, including the opportunity for liver transplant recipient Archer Irwin to run out with the team as the official mascot, and fellow liver transplant recipient John Pollock had the honour of tossing the coin.

Players also wore pink DonateLife beanies to training and on match-day to support the campaign.

DonateLife was also able to achieve broadcast television exposure through an interview with Bulldogs player Mitch Wallis, who detailed the loss of his mother-in-law (who donated some her organs) and the Club’s partnership with DonateLife.  This interview ran as an exclusive clip on Fox Footy on Saturday, August 6.

A soleus EDM was also sent to 57,792 (20,632 unique opens) during the week of the game, which achieved a conversion of 505 clickthrough’s (0.90%).

Earlier in the year, the Club successfully collaborated with Melbourne Storm Rugby League Club, creating an engaging piece of video content where two players from each club (Marcus Bontempelli, Caleb Daniel, Jahrome Hughes and Cooper Johns) participated in a number of cross-code challenges.

The video achieved 19 957 impressions and 6 908 video views across the Clubs Facebook channels. The Instagram post was executed as a collaboration post with Melbourne Storm to extend the organic reach.