| Title | LIFE TIME CLOCK |
| Brand | DEUTSCHE STIFTUNG ORGANTRANSPLANTATION (DSO) |
| Product/Service | FÜRS LEBEN - FÜR ORGANSPENDE |
| Category |
B04. FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
|
Entrant Company
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SERVICEPLAN Munich, GERMANY
|
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Advertising Agency
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SERVICEPLAN Munich, GERMANY
|
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PR Agency
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SERVICEPLAN PUBLIC RELATIONS Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Mike Rogers |
Serviceplan |
Executive Creative Director |
| Christoph Everke |
Serviceplan |
Executive Creative Director |
| Till Diestel |
Serviceplan |
Executive Creative Director |
| Christoph Bohlender |
Serviceplan |
Creative Director/Copywriter |
| J. Jackson |
Serviceplan |
Copywriter/Offline/Editing |
| Dimitrios Arampatzioglou |
Serviceplan |
Art Director |
| Alexandra Rueger |
Serviceplan |
Account Director |
| Rebecca Amann |
Serviceplan |
Graphic Design |
| Thorsten Huth |
Serviceplan |
Agency Producer |
| Florian Panier |
Serviceplan |
Executive Creative Producer |
| Thiemo Hehl |
Serviceplan |
Director/Cinematographer |
| Lukas Bohlender |
Isarmusik |
Music Producer/Sound Design |
The Campaign
The organ donation scandals in Germany dealt a devastating blow to the PR of NGO’s such as “Fürs Leben - Für Organspende”. A dramatic and high impact communication was necessary to open Germanys eyes to the true sufferers of the organ donation scandals; the patients, who are dying due to a lack of organ donations.
Our goal was to change the perception of organ donation within the minds of the German people. With our highly impactful installation we aimed to become the talk of the nation.
To enable people to connect emotionally with the need for organ donation, we focussed not on the anonymous facts and figures but on the harsh individual fate of one patient. This patient acts as a representation of the larger organ donation crisis in Germany.
We built the Life Time clock as a representation of the fading life of one patient. It was, and continues to be strategically placed in highly frequented areas. Its presence is unavoidable, prompting many German citizens in each location that it is placed, to immediately become organ donor card holders themselves.
As a result of its imposing presence and highly emotional documentation, the Life Time Clock becomes a powerful press release itself.
The Brief
Our goal was to change the perception of organ donation within the minds of the German people. Through the large amount of media coverage gained we hoped to appeal to the consciences of the German population. With our highly impactful installation we aimed to become the talk of the nation. Media leaders and opinion makers in the relevant media fields were contacted to educate us in shared opinions of the public.
Results
Around 90,000 visitors were confronted with Kevin's fate during the event and the startling reality of the Life Time Clock moved many thousands into immediately becoming donor card holders themselves.
The Life Time clock gained over 6 million viewers when it was featured on Germanys number 1 news show, Tagesschau.
And received national media attention when it was visited by Germanys Minister of Health.
Many more millions of viewers followed as the Life Time Clock was featured on multiple media outlets worldwide.
Media coverage savings amounted to over 630,000 Euro.
Subsequent to the debut of the Life Time Clock, visitors to the “Fürs Leben -Für Organspende” website increased over 100%.
Execution
We built the Life Time clock as a representation of the fading life of one patient. It was, and continues to be strategically placed in highly frequented areas. Its presence is unavoidable. As a result of its imposing presence and highly emotional documentation, the Life Time Clock becomes a powerful press release itself. Our only tactic was to highlight Germanys social dysfunction by concentrating on the situation of one patient.
In parallel to this we were able to demonstrate to our client and other NGO’s how to implement highly emotional and effective communications.
The Situation
Germanys organ donation policy relies on an opt-in initiative rather than the opt-out initiative taken by many other countries. This along with many religious concerns has left Germany with a very low number of available donor organs. The dire situation has been exacerbated by a number of recent organ donation scandals. There have been many well-meaning NGO initiatives set up but none of them have managed to produce an impactful effect.
The Strategy
To enable people to connect emotionally with the need for organ donation, we focussed not on the anonymous facts and figures but on the harsh individual and involving fate of one patient. This patient acts as a representation of the larger organ donation crisis in Germany. Through the use of story telling, we were able to appeal to consciences of every German citizen. Nothing is more heart-breaking than witnessing the fading of a life full of potential as a result of social dysfunction. It is extremely challenging to be presented with such a dramatic case, knowing that you can personally make a difference. Having witnessed the Life Time Clock’s slowly running sands, the viewer must inevitably feel responsible for the individual deaths of the patients awaiting a donor organ.