Cientochentaº Agency makes its Mark in the U.S. Market with a Powerful Campaign That Saves Lives

Cientochentaº, a multicultural advertising agency based in Tampa and an affiliate of Oneighty/FCB in Puerto Rico, recently expanded into the U.S. market with a new office in Tampa. Cientochentaº launched an impactful campaign for LifeLink of Florida and LifeLink of Georgia across Florida and Georgia, respectively, to increase organ, eye, and tissue donor registrations. LifeLink of Florida, the federally designated organ procurement organization that facilitates organ donation in west and southwest Florida and LifeLink of Georgia, which serves the state of Georgia and two counties in South Carolina, are two divisions of LifeLink Foundation, a non-profit organization with a mission to honor donors and save lives through organ and tissue donation. The new Infinity campaign leverages powerful storytelling and digital engagement to connect with diverse communities and inspire life-saving actions.

The Infinity campaign was developed to bring to light a different point of view on the topic of organ donation, focusing on individuals who have registered as donors as they share their “why” for making this impactful decision and hope for their ongoing legacy that they will leave behind. A recognizable icon, an infinity symbol, captures the spirit of the campaign and represents how a donor’s story continues through the lives they save. Initially launched in Puerto Rico by LifeLink of Puerto Rico, also a division of LifeLink Foundation and the organ procurement organization for Puerto Rico and US Virgin Islands, the campaign proved very successful driving a significant increase in donor registrations on the island. This success inspired LifeLink Foundation to expand the campaign into Georgia and Florida, where the need for organ donors remains critical and called upon Cientochentaº for the full launch.

“Cientochenta’s ability to adapt a culturally resonant campaign for diverse markets demonstrates our commitment to impactful storytelling that transcends borders,” said Javier Tirado, Chief Executive Officer, and Partner of Cientochentaº Agency. “Our focus is to create and bring a level of innovation and cultural insight to new audiences, helping to solve important societal challenges through compelling and engaging advertising.”

To complement the campaign’s powerful messaging, Cientochentaº developed a 360º approach that includes a robust digital platform, mystorycontinues.com, which serves as a central hub for potential donors to learn more about organ donation, hear personal stories from current donors and recipients, and share their experiences on social media via a photo-sharing initiative. The site also addresses common myths and misconceptions about donation practices, providing well-rounded resources to educate and motivate visitors.

“The goal of the Infinity campaign is not only to increase donor registrations but to change the conversation around organ donation,” said Ricky Soler, Chief Creative Officer, and Partner at Cientochentaº Agency. “By leveraging digital tools and authentic storytelling, we create a space where potential donors can see the profound impact of their decision and feel empowered to take action.”

A Collaborative Effort for Maximum Impact

The campaign’s national rollout was a collaborative effort between Cientochentaº, LifeLink Foundation, and Prominence Films, a production company based in Atlanta, Georgia. Together, they identified compelling stories from local people who are registered organ donors, who have become ambassadors for the campaign, sharing their journeys to inspire others.

“The partnership with Cientochentaº has been instrumental in launching the Infinity campaign beyond Puerto Rico to new audiences in Florida and Georgia”, Stephanie Hernandez, President and CEO of LifeLink Foundation, said, “Their deep understanding of multicultural communities and innovative approach to digital engagement have allowed us to connect with our communities in meaningful ways. We are thrilled that this campaign inspires people to register as organ donors, ultimately saving more lives and creating lasting legacies.”

Soler added, “The success of this campaign is a testament to the power of collaboration. By working closely with our partners and understanding the unique needs of each market, we’ve been able to craft a campaign that is both deeply personal and widely resonant.”