|Title||HONOR THE DONOR|
|Product / Service||ORGAN DONATION|
|Category||B03. Fundraising & Advocacy|
|Entrant||LEO BURNETT INDIA Mumbai, INDIA|
|Idea Creation||LEO BURNETT INDIA Mumbai, INDIA|
|Rajdeepak Das||Leo Burnett India||Chief Creative Officer and Managing Director|
|Saurabh Verma||Publicis Communications South Asia||Chief Executive Officer|
|Dheeraj Sinha||Leo Burnett India||Chief Strategy Officer and Managing Director|
|Samir Gangahar||Leo Burnett||President - North|
|Amit Nandwani||Leo Burnett||Executive Creative Director|
|Kaushik Dutta||Leo Burnett||Associate Executive Creative Director|
|Rohan Kumar||Leo Burnett||Creative Director|
|Somnath Mandal||Leo Burnett||Creative Director|
|Avinash Chauhan||Leo Burnett||Creative Director|
|Nikhil Kumar||Leo Burnett||Copywriter|
|Atif Khan||Leo Burnett||Art Director|
|Gaurav Dudeja||Leo Burnett||Executive Vice President|
|Neha Kapoor||Leo Burnett||Associate Vice President|
|Saumya Tyagi||Leo Burnett||Brand Strategy Partner|
|Parul Peter||Leo Burnett||Brand Associate|
|Aakriti Sood||Leo Burnett India||Brand Associate|
|Varun Arora||Leo Burnett India||Editor|
|Jasrita Dhir||Fortis Healthcare||Head - Brand & Marketing|
|Arnab Acharya||Fortis Healthcare||Deputy GM - Brand & Marketing|
We leveraged the power of PR to reach every home across the nation and change the negative mindset of people towards organ donation. Organ donation is a sensitive topic and along with a strong message delivered with responsibility, we needed a medium that comes with credibility. Using PR, we made sure that the message is delivered with honesty and is not just a branded stunt. It not only gave us the desired reach but also made the act stand out from the clutter of other branded activations.
No restrictions regarding healthcare communications in our country.
The target audience was people of all age groups, which included both patients as well as healthy individuals. Our work is relevant to them because anyone can pledge their organs and thus support the cause of organ donation.
India has one of the lowest organ donation rates in the world. Mainly because, in the Indian society, organ donation comes attached with a social stigma. Fortis, India's largest hospital chain, wanted us to change people’s negative mindset towards organ donation and increase the organ donation rate. The objective was to inspire people to pledge their organs by giving respect and recognition to the act of organ donation.
Inspired by the heroic send-offs given to martyrs with their bodies draped in flags, we designed a flag to be used as a special shroud for organ donors at their funerals. Much like a badge of honor to separate them from the rest who are draped in traditional white shrouds.
The target audience was people of all age groups who could be inspired to pledge their organs. The target media was leading news channels, national dailies and social media sites. The campaign was executed in different stages across various mediums, with each leg amplified and communicated through PR. The campaign started with the launch of a symbol for organ donation, which was used to create a special shroud for organ donors. The shroud was presented to families of organ donors to commemorate their noble act at a mega event. The launch event took place with the support of leading IPL cricket team Delhi Capitals which had some of the world's top cricketers and was covered by all major media channels and publications. To further create buzz around the campaign, we used the Fortis social media handles along with our channel partner NDTV.
The first step was to create a new symbol for organ donation. Once that was done, a mega launch was announced for unveiling the symbol. At the launch event, a special shroud, with the symbol printed on it, was presented to families of organ donors to commemorate their noble act. The launch took place with the support of leading IPL cricket team Delhi Capitals which had some of the world's top cricketers and was covered by all major media channels and publications. Post launch, to keep the conversation going, we partnered with NDTV (India's leading news channel) and through their news anchors, continued to spread the word. The campaign also created huge buzz on radio, print and digital mediums.
Over 20 million impressions across media (TV, radio, print and digital). 20% increase in the organ donation rate. 29% increase in cadaver donations compared to the previous year.