*Purpose: Living donation rates have continued to decline. Research has suggested that disseminating living donation education and information more broadly to larger audiences outside of transplant centers might increase the numbers of potential donors and recipients pursuing living donation.

*Methods: We conducted a 6-month digital media campaign using videos and banner ads to increase brand awareness and use of the Explore Living Donation (ELD) website. Media content for this campaign was derived from the LD Storytelling Project, a digital library of diverse living donor kidney transplant (LDKT) recipient and donor stories. We targeted potential donors, patients seeking a kidney, kidney recipients, and kidney donors. Two strategies were used to reach audiences: 1) banner ad and video, and 2) paid search advertising hosted by Google and Bing. Campaign success was measured using engagement (i.e., impressions and click-through-rates (CTR)) and traffic to the ELD website via Google Analytics.

*Results: This campaign delivered 657,641 impressions to the different target audiences. Engagement was highest for kidney donors (25.27% CTR). The paid search yielded higher engagement (e.g., CTRs), website traffic, and website actions for all groups. Pageviews saw the greatest improvements (427.57% ELD website traffic; 677% Contact Us page; 889% Living Donor Storytelling Project; and 2,277% About Page.) About 41% of all pageviews were due to the 6-month campaign. Potential donors yielded the largest audience reach and the most website traffic (4,196 direct page visits); nearly a third (32%) were to supplemental pages on the ELD site. Over 1,000 potential donors read LD education and 37 shared their story while recipients contributed 1,870 site hits and shared 40 stories. Those seeking a kidney had 1,031-page visits. While kidney donors were engaged, they did not visit the ELD website to learn more.

*Conclusions: The paid search drove traffic to the ELD site and increased pageviews. The video and banner ads had a larger reach than paid search tactics but resulted in lower engagement. We can locate audiences of interest and engage them in viewing LD content, however, few continue to learn about LD as a health option/choice. Those already interested in LD are an important target with paid searches. Future research should examine how campaign optimization, may further increase use and engagement with the ELD website.

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