The Brief

The target audiences are new customers, since one person and donate their organs only once. The objective is to create awareness and encourage eyes and organ donation. The strategy is to let the public hear the real stories from the real donors and recipients, as we believe nothing is more convincing that the true stories. We used the stunning objects to stop and draw attention and placed the donation booth nearby to urge decision making.

Creative Execution

The giant artistic organs stunned people by their shapes and sizes, and consequently captured lots of attention, then they brought the most credible stories from the real donors and recipients to the public who never saw the importance of organ donation. The campaign let people help one another and portrayed the idea of 'togetherness' which is the philosophy of TRUE Corp.

Describe the creative solution to the brief/objective.

We recorded the real donors and recipients' voices telling their personal organ donation stories. Then we created giant artistic organs and put the recorded audio testimonials inside them. People can listen by using the headphones hung onto the organs themselves. Then we placed the organs at 12 locations all over Thailand, nearby the donation booth. Within 2 months the donation rate increased by 35% compared with last year, and is still rising.

Results

Primary : The tremendous numbers of calls, the number of visitors at events nationwide, the numbers of click on Facebook and the numbers of donation. We have more donors and also prospects who are already convinced. Secondary : The perception towards organ donation became very positive and accepted by most Thais, as a result of strong media release through various channels.