Is it the kindness of a stranger or is it a gesture of someone’s pure heart? What inspires people to donate their organs in order to save lives of complete strangers? This idea guided us when we were creating a regional organ donation awareness campaign for Astellas Pharma.
The aim of the campaign was to raise the awareness about the benefits of organ donation in South East Europe (in 5 countries that included Croatia, Slovenia, Serbia, Romania, Bulgaria) plus one international campaign platform was created in English.
Strong emotional story was produced for the video in which a boy – whose mother is on a kidney dialysis therapy – brings an orange to a patient waiting for an organ transplant. Warm humane tone is maintained throughout the video with beautiful lines of copy and poetic voiceover.
Is it the kindness of a stranger or is it the gesture of a pure heart? What inspires people to donate their organs to complete strangers?
Not only was the video created for the purposes of this campaign but the whole regional digital platform was built around it. It actually consisted of 5 national web pages (+ one in English) and 6 Facebook pages. Campaign’s own Youtube channel was created in 6 languages as well.
The campaign was promoted on digital channels through regular Facebook posts, various infographics and news related to the transplantion medicine and organ donors. Informative leaflets were created, too.
The campaign was selected as one of the year’s best social responsibility campaigns on the Astellas’ own global publicity contest.
Warm humane tone is maintained throughout the video with beautiful lines of copy and poetic voiceover.