Results and Effectiveness

Malaysia is a multi-racial country, deeply rooted in cultural and religious beliefs, so careful planning was needed to avoid offending anyone. Friends 4 Organ Donation were all for it. The idea also attracted local celebrities and a film director to volunteer for the cause. The launch of the campaign in October 2011 proved effective: - Within a month, pledges to the National Transplant Resource Centre (NTRC) increased by 104% - Friends 4 Organ Donation reached 177,668 facebook friends - Website average 1,250 visits/month - Media coverage (and a pledge on live TV!) - Approval from the Chief Transplant Coordinator, NTRC

Creative Execution

Knowing full well that we were dealing with heavy subject matter, a radical approach was required to engage our fun-loving audience. So we developed dontfeedthebugs.my, a website packed with all they needed to know about organ donation and enough madness to keep them entertained. Next, we set to rally the young. By propagating the same madness contained in the website, we directed them to dontfeedthebugs.my, through 4 media platforms: - Web viral films helped reach them across social networks they frequent - Brochures distributed by bug-costumed volunteers at city hotspots - Our very own music single launch at a popular club event + distribution of custom button badges and door stamp for party go-ers - Hijacking their cupcake orders

Insights, Strategy and the Idea

Organ donation is a subject most Malaysians tend to avoid. Some believe it to be a religious taboo. Some fear disfigurement from the process of extracting them. Such misconceptions have held people from signing up. Despite efforts from the government and media to set the record straight, the older generation, hard-set in their beliefs, continue to ignore the facts. Friends 4 Organ Donation, an independent collective, however, believes the fate of organ donation lies in educating a more open-minded audience. And we thought, who better to speak to than our young Malaysians? Our objectives were simple: - Raise awareness about organ donation amongst young Malaysians - Spread the right facts - Encourage pledging It all started with a thought: Who will benefit from our organs after we pass on? THE BUGS WILL.