A federation of associations that work throughout France to inform and raise awareness on organ, tissue and bone marrow donation France ADOT needed help encouraging the use of organ donor cards. With a concept born of the observation that people were not necessarily receptive to the concept of organ donation unless it had affected them personally (themselves, a member of their family or someone close), CLM BBDO assigned value to potential donors by showing how their gestures are an incredible source of happiness for recipients—and never forgotten.
The creative team opted to illustrate the power of that good deed: Donors are etched into the memories of recipients forever and their gesture turns them into life savers. In the campaign, comprised of three visuals, patients who have received a transplant thank their now-departed donors by hugging their “ghost.” The print and outdoor campaign (with space donated by Clear Channel) launched in Paris in April 2011.
// From our friends at Communication Arts