LET YOUR ORGANS PARTY ON
THE BRIEF
We were asked to create a campaign that would make organ donation contemporary. While the youth in India understand its importance, it rarely translates into action. The challenge was to communicate it in a way that would be understood without seeming to preach.
We were asked to create a campaign that would make organ donation contemporary. While the youth in India understand its importance, it rarely translates into action. The challenge was to communicate it in a way that would be understood without seeming to preach.
THE CREATIVE SOLUTION
We turned organ donation into the gateway to a new life by showing the “second life” of organs. The posters were then put up in places frequented by the youth like malls, pubs and discotheques.
We turned organ donation into the gateway to a new life by showing the “second life” of organs. The posters were then put up in places frequented by the youth like malls, pubs and discotheques.
THE RELEVANCE
By talking about a topic that was otherwise grim in a lighter vein, we made the youth take notice and revived the conversation about organ donation in a different way. Thus we made organ donation relatable to the younger mindset.
By talking about a topic that was otherwise grim in a lighter vein, we made the youth take notice and revived the conversation about organ donation in a different way. Thus we made organ donation relatable to the younger mindset.
THE RESULT
The campaign has resulted in a 35% rise in queries and 10% increase in pledges.
The campaign has resulted in a 35% rise in queries and 10% increase in pledges.
