Results and Effectiveness

The response was overwhelming. The campaign garnered a lot of attention on TV and press – with interviews on local stations like eTV with the Director of OPO and also with donor recipients. The result was that we received over 15,000 pledges which was a 300% increase of the client's initial expectation.

Creative Execution

The media (recycle bins) are found in every corner of the Chinese universities where students gather or stay. Outside lecture halls, cafeterias, libraries and dormitories where the students come into contact with the bins. Within the university grounds, the students were literally a "captive audience". So when the campaign ran, they were being reminded daily whenever they used the bins along their normal routine -- from the dorm to the cafeteria to the lecture halls and to the library and then back to the dorm again. There was extensive word-of-mouth, discussions on student blogs and also a number of the student unions got behind the campaign and helped push the momentum.

Insights, Strategy and the Idea

The campaign strategy was to ride on the Recycling theme which is widely practiced in China’s universities to introduce and educate on the concept of organ donation. The campaign used recycling bins to drive home the need to give others a renewed chance in life. The target audience was university students who were the best fit of the ideal donor candidate profile in terms of age and health. The insight was that these new generation Chinese youths are more receptive to the message found on the bins because they are more open-minded and socially responsible.