FRANCE ADOT: Young Man

FRANCE ADOT is a federation of associations that work throughout France to inform and raise awareness on organ, tissue and bone marrow donation.
CLM-BBDO, Boulogne Billancourt was brought in to make the general public more aware of this national cause and encourage people to take out an organ donor card. The print (Le Nouvel Economiste & METRO) and outdoor campaign is launching in Paris in April 2011.
FRANCE ADOT and CLM-BBDO started out from the observation people were not necessarily receptive to the Organ Donation issue unless it had affected them personally (themselves, a member of their family or someone close).
Our strategy has long been to enhance the status of individuals who are willing to take out a donor card and, as a result, give up their organs in the event of death.
Our stance this year was to assign value to potential donors by showing how their gesture is an incredible source of happiness for recipients. Ultimately, it’s a gesture that is not and can never be forgotten.
The creative challenge for the Agency was to illustrate the power of that good deed.
But how could it give strength and impact to the idea? We didn’t want to call out to the public and be directive, moralising or provocative. We opted for the mechanism of exemplarity: the donor is etched in memories forever. Their gesture turns donors into life savers. It’s only natural that people remember them and want to thank them.
In the campaign, comprised of 3 visuals, we see patients who have received a transplant thank their now-departed donors by hugging their “ghost”. The tagline is: “Thousands of people owe organ donors their lives. Get your donor card at France-adot.org.”
Space buying was donated free of charge by Clear Channel.