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Top 6: April 7th 2010
FRANCE ADOT is a group of associations working locally in France to inform and raise awareness of organ, tissue and bone marrow donation.
The federation brought in CLM-BBDO to build … read moreawareness of this national cause, mainly among young adults, and to encourage them to have an organ donor card. The campaign starts in METRO newspaper in March 2010.
France ADOT and CLM-BBDO started out from the observation that this young adult audience is not necessarily sensitive to the question of organ donation, as the related theme of death is fairly remote from their concerns.
But the target is very attentive to its image and is looking for a meaning to its existence. So we decided to enhance the image of those who do become donors. Taking out a donor card means thinking about others and showing great generosity. By acting in this way, the holders of the card feel they are doing something good and are good people. The agency’s creative staff designed and produced the campaign along those lines.
To make the execution of the idea impactful and challenging, the demonstration has to be taken as far as it can go by showing that even the worst individuals can become good people by donating their organs.
These individuals, whom we have identified as skinheads, racists, hooligans or homophobes, all have the same way of embodying their extremism: their tattoos.
In this print campaign, the tattoo is struck through by the scar from a post-mortem organ donation, like some kind of redemption. The tagline reads, “Become someone good. Give your organs.”
We wanted to create great interest at all costs, without singling out the target’s current habits or telling people how to behave - just give them food for thought. That’s why we shifted the demonstration to this category of extremist and did not directly feature the audience targeted by the campaign.
Moreover, this approach also emphasizes that organ donations have to go beyond the donor’s beliefs or origins: we all give and we all receive. It’s the act of giving that matters.
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