Status: Live

Slogan: You got your life back in sobriety. Now you can give life.

Creative Brief Overview

Life Back, Life Given is a national social impact campaign mobilizing people in long-term recovery (5+ years sober) to become living kidney donors.

We believe there’s a unique, untapped connection between recovery and living donation: both are acts of courage, resilience, and hope. This campaign invites people who have reclaimed their own lives to help save another — creating a ripple effect of life-changing impact.

Tagline for social & visuals: You got your life back in sobriety. Now you can give life.

💡 What if people with substantial time in recovery from their disease of addiction chose to help save the life of someone living with kidney disease?

💡 What if we could make this an ongoing movement — a tradition in the recovery community?

💡 What if hitting 5 years sober became a milestone not just for personal victory, but for giving life through kidney donation?

The Opportunity

• The Need: Over 90,000 people in the U.S. are waiting for a kidney.
• The Gap: Living donors are scarce, yet recovery communities are filled with healthy, mission-driven individuals.
• The Potential: Pairing recovery milestones with donation opportunities could create a sustained donor pipeline and a powerful cultural tradition.

Goals

1. Inspire Action – Encourage eligible people in recovery to explore living donation.
2. Build Partnerships – Collaborate with transplant centers, donor networks, and recovery organizations.