Brief Explanation

For years, our client has been using statistics and facts to get people to register as organ donors. But the sign-up rate has been low. We had to adopt a new approach to emotionally move our audience to sign-up.

The Brief

More than 18,000 Malaysians are currently waiting for organ transplants. Unfortunately, less than 1% of the population are registered organ donors. We needed to increase the number of pledgers, especially during a series of health fairs across the country.

How the final design was conceived

We wanted to show people the goodness organ donation brings, by letting the fortunate people who received organ transplants tell their heart-warming, life-changing stories to our audience. Each of these stories were handwritten and designed into beautifully-crafted laser cut leaflets that looked like a cut-out of a human body when the leaflet was closed. When opened, this leaflet stretches and reveals 8 different persons, each one featuring a touching story from the received from one person. This reflects how one organ donor can change the life stories of 8 different people.

Indication of how successful the outcome was in the market

At present, it is still too early to tabulate results, as the campaign is still on-going, and the decision to pledge to be an organ donor is a slow, courageous process. However we are pleased with the 3% increase in phone enquiries and website visits. That’s on top of the 40,000 heart warming impressions left during a major health fair in Kuala Lumpur. Not bad for a campaign launched in end March.