BalCannes Stories Behind the Projects: Don’t Wait, Become a Donor, by AV Studio
One organ donor can save as much as eight lives
Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Agency AV Studio, in cooperation with the IPPR, created and implemented a campaign for Slovenia-Transplant, in order to raise awareness about the importance of organ donation, to inform all the Slovenes and to streamline the process of making this life saving decision. The creative solution put the concept of waiting into the very center, which was directly connected to organ donation and patients waiting for new organs. A bespoke platform Daruj.si was designed and tailored to the users, intended to inform, raise awareness and make the decision on becoming a donor easier. Positive stories of people with transplanted organs, interesting facts and statistical data were presented. Result: 20,000 visits to the site in the first month of operation, and a 500-percent increase in the number of positive decisions compared to the previous year. Quite enough for placement among the top 25 campaigns at BalCannes 2017.
More information about the campaign was brought to us by Jure Tovrljan, creative director, AV Studio.
We came up with the idea … on a spontaneous afternoon coffee with Irena Pavčić from the IPPR agency, with which we later created and implemented the award winning campaign. The story was about organ donation. After a quick analysis we concluded that there is a problem in Slovenia that cannot be solved overnight and that we can help.
Our guiding thought was … that the willingness to donate the organs in our country is abysmally low. The number of Slovenes who were willing to donate was just 0.5%. Organ donation is a very sensitive topic, very rarely talked about, and regarded even a taboo. Because of poor information and fear of the unknown, people were reluctant to decide for that step.
During the realization, the biggest problem we encountered was … shared opinion of the public and fear of confrontation. In developed European countries, the number of positively chosen is much higher, and the understanding of the importance of organ donation is at a higher level.
The most important contribution to this campaign is … creative approach to challenge and media support. Ten media partners supported us for media coverage on television, radio, internet, print, hospitality centers, fitness centers and healthcare facilities.
During the realization, the biggest problem we encountered was … divided opinion of the public and fear of confrontation. In developed European countries, the number of positively inclined people is much higher, and the understanding of the importance of organ donation is also at a higher level.
The greatest contribution of this campaign was … creative approach to the challenge and media support. Ten media partners supported us with media coverage on television, radio, internet, print, hospitality facilities, fitness centers and healthcare facilities.
… and it was special because… it targeted audiences in an innovative way. We started from the fact that waiting is an unpleasant and unwanted experience for the vast majority of people. It’s something they experience in their everyday life. The ever faster pace of life is making us more and more impatient. Waiting for a green light or a bus, waiting to “skip ad”, waiting for the elevator… all this is causing us more and more stress. In order to achieve our goal we engaged our target group at those places of waiting, for two reasons. First, the wait was directly linked to the organ donation and thus established an emotional connection. We pointed out that patients who are waiting for organ donations are running out of time. Our daily waiting and bad mood, even when we wait the shortest times, makes us pathetic in comparison to those waiting for organs. On the other hand, waiting allows the opportunity for them to visit the website where we inform the target group about issues and decision-making options. It’s a serious topic that needs to be given a certain amount of attention and time, in order to realize that there are no serious reasons for reluctancy.
When it comes to our project, we are most proud … of the fact that, compared to the same time period last year, the number of commitments increased by 500 percent.
If we were to go from scratch now ... we would invite even more partners already in the phase of creating the project. At the end of the campaign, when the positive results were clear, we received a large number of requests for cooperation or partnership.
Throughout the process, we learned … a lot of stories of “born again” people who have taught us to be modest, to appreciate what we have and to respect life that is often very fragile.
What you certainly didn’t know … is that one donor could save up to eight lives.
Apart from being in TOP25, we also took from BalCannes … a lot of new contacts with people from Balkans, and a lot of Balkan hangover.