CASE STUDY
Donate Life Summer Concert Series
SNA Communications led a groundbreaking awareness initiative, the Donate Life Summer Concert Series, in partnership with Donate Life California and OneLegacy. Through high-profile concerts at Southern California’s premier venues—The Grove and The Americana at Brand—the campaign fused entertainment with purpose, engaging multicultural communities with the life-saving message of organ, eye, and tissue donation.
THEIR STORY
Music Meets Miracles
Donate Life California is the state-authorized nonprofit managing the organ, eye, and tissue donor registry, with a mission to create opportunities for Californians to sign up as donors.
OneLegacy, serving Southern California, is the region’s leading organ recovery organization, bridging donors to recipients in critical need.
Together, these organizations champion a vision: a future where every Californian embraces organ donation as a personal responsibility.
"SNA Communications has a true passion for bringing media to events! SNA is extremely valuable in the media industry and truly is an asset to any event!"
KATHLEEN HOSTERT
DIRECTOR, ONELEGACY / DONATE LIFE CALIFORNIA
THE CHALLENGE
Organ donation is a life-saving act—but in California, thousands are still waiting. Despite the urgency, misconceptions, cultural hesitations, and lack of awareness continue to stall progress.
Donate Life California and OneLegacy needed a bold, culturally resonant way to cut through the noise and shift public perception—especially among younger, diverse, and digitally active Californians.
With summer approaching and live entertainment back in full swing, we saw our opportunity to turn concerts into a movement for life.
Our objectives were to:
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Increase statewide sign-ups to the official donor registry
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Reach multicultural, untapped, diverse communities.
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Normalize and celebrate organ donation through pop culture, music, and storytelling
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Generate buzz across media, digital, and influencer platforms
THE EXECUTION
CHANNELS + SERVICES
SNA Communications in partnership with OneLegacy, executed the Donate Life Summer Concert Series—a multi-market, multi-platform activation blending live entertainment with impactful messaging.
Key Initiatives:
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Concert Series Production: Partnered with iHeartRadio and Caruso to host concerts featuring Ashley Tisdale, Michelle Branch, Gavin Rossdale, Marie Digby, and All-4-One.
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Strategic Venue Placement: Hosted at The Grove and The Americana at Brand—high-traffic, culturally iconic destinations in LA and Glendale.
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Media Partnerships: Collaborated with top stations 102.7 KIISFM and 104.3MYFM to amplify reach.
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Integrated Communications: Orchestrated media takeovers, celebrity appearances, influencer integration, and exclusive behind-the-scenes storytelling.
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Onsite + Digital Activations: Educated attendees with donor registry opportunities, giveaways, and sponsor activations like the Palm Pre Experience Center.
RESULTS // THE IMPACT
The Donate Life Summer Concert Series became a cultural force, drawing over 15,000 live attendees and transforming everyday entertainment into a powerful platform for purpose. SNA Communications ignited regional and national attention through high-impact performances, celebrity engagement, and seamless integration with lifestyle media. The campaign generated more than 875 million total media impressions and 410 million social media impressions, with coverage spanning Entertainment Tonight, Access Hollywood, People, Rolling Stone, and LA Times. Talent and influencer amplification reached a cumulative audience of 55 million, while digital engagements surpassed 9.6 million, and true reach was estimated at over 45 million unique users. Most importantly, the series sparked a measurable increase in donor registrations, proving that when cause meets culture, lives can change.
PERFORMANCE
875M+
9.6M+
410M+
MEDIA IMPRESSIONS
ENGAGEMENTS
SOCIAL MEDIA IMPRESSIONS
15K+
45M+
55M+
LIVE ATTENDEE COUNT
TRUE REACH
INFLUENCER REACH
(AUDIENCE)
