THE ORGAN STORY

Gold Spike
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TitleTHE ORGAN STORY
ClientTRUE CORPORATION PUBLIC CO.
Product / ServiceLET THEM SEE LOVE CAMPAIGN
CategoryB05. Public Service, Charity & Fund Raising
EntrantTHE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Entrant Company:THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Advertising Agency:THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND

Results and Effectiveness

- Once the event has been launched, the number of donations and calls to the call center increased by 35% compared with last year. People changed their perspectives toward organ donations and are willing to donate. - The achievement is proven by the increased donation rate and positive perceptions towards TRUE Corp. - Thais' perception towards organ donation has changed and donation rate has increased by 35%.

Creative Execution

We created giant artistic organs and inserted the audio testimonials of real donors and recipients, telling their personal organ donation stories. We launched the campaign on Valentine's Day to imply that organ donation is another expression of love. We place the organs and the donation booth at the launch event where the press conference was held, then moved them to other 12 locations all over Thailand. We also communicated through both above and below the line media such as TVC, print, press, social network, call center and websites. These different channels brought in all kinds of audience and made the campaign the talk of the town.

Insights, Strategy and the Idea

-The communication objective is to educate the importance of organ donation to the public. -The target audience is everybody, anyone who doesn't truly understand the true meaning of organ donation. Since TRUE Corp provides convergent communications for the mass, or everybody, it's clear that the mass people are simply related to the brand. - No story is more convincing that the true story itself. Since it portrays the whole picture of organ donation; loss, sadness but eventually rewarding and fulfilling happiness. - Losing the loved ones is the unavoidable experience for everybody. But TRUE Corp believes in the power of togetherness that if we help one another by donating organs, losing someone can be a blessing for the recipients and the greatest rewarding happiness for the donors.

Credits

Name Company Position
Keeratie Chaimoungkalo The Leo Burnett Group Thailand Executive Creative Director
Sompat Trisadikun The Leo Burnett Group Thailand Executive Creative Director
Sirin Wannavalee The Leo Burnett Group Thailand Creative Director
Wilai Mahamaythakij The Leo Burnett Group Thailand Art Director
Sompat Trisadikun The Leo Burnett Group Thailand Art Director
Nadda Riebroicharoen The Leo Burnett Group Thailand Copywriter
Sirin Wannavalee The Leo Burnett Group Thailand Copywriter
Parinoot Panakul The Leo Burnett Group Thailand Group Account Director
Sompetch Nuntasinlapachai The Leo Burnett Group Thailand Agency Producer