| Title | #FREEYOURORGANS |
| Brand | FRANCE ADOT |
| Product/Service | THE FEDERATION OF ORGAN AND HUMAN TISSUES ASSOCIATIONS |
| Category |
A04. Promotional Item Design |
|
Entrant Company
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FCB PARIS Paris, FRANCE
|
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Advertising Agency
|
FCB PARIS Paris, FRANCE
|
|
Media Agency
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THE MEDIA WORKSHOP Paris, FRANCE
|
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Production Company
|
RODS FILMS Paris, FRANCE
|
Credits
| Julien Rotterman |
Fcb Paris |
Creative Director |
| Jérémy Treccani |
Fcb Paris |
Art Director |
| Baptiste Szuwarski |
Fcb Paris |
Copywriter |
| Corentin Lecourt |
|
Illustrator |
| Laure Poquet |
Fcb Paris |
Deputy Managing Director |
| Céline Pilicer |
Fcb Paris |
Account Manager |
| Nicolas Gilliot |
|
Tv Producer |
Brief Explanation
More than 20 000 people are still waiting for an organ in France. 1/3 is transplanted. 500 patients die before the transplant.
In France, this subject is « taboo » and sensitive – people don’t talk about death and their choices about organ donation because they don’t want to think about it. But, it just takes to talk to your relatives and take a position about it to become a donator. And it’s something people don’t know enough.
So the more people will know and talk about it, the more donators, the more patients have the chance to get transplanted.
The Brief
In France, more than 20 000 people are waiting for an organ donation.
The problem is that thinking about donating our organs is like thinking about our own death.
So, how to make the subject less tragic and encourage French people to take a donor card?
How the final design was conceived
Creating the #FreeYourOrgans movement to allow donors to assert their choice & create conversations on organ donation. As an organ donor, my organs are free to enjoy a second life.
To make the subject less tragic, we created 5 playful characters modeled on organs: the heart, the lungs, the liver and the kidneys trying to escape.
What better way to assert a choice to wear a T-shirt designed for it? We created a collection of T-shirts available on spreadshirt.fr to empower the movement and make people the medium of the cause. We mobilized public & spread the movement via influencers, famous people and a 360° campaign (TV, web, OOH, print and posters).
Indication of how successful the outcome was in the market
In 1 week, +7000 cards request.
Card requests have increased of 68%.
445 T-shirts sold (best-seller on Spreadshirt) & 2.560 were distributed to influencers and public.
The most famous French youtuber (Norman) supported the movement by posting a photo of himself wearing our t-shirt on Instagram (2millions followers & 100.435 likes on the photo).
Many public figures defended the cause on social media & TV: Roselyn Bachelot (Former Minister for Health), Thierry Braillard (Secretary of State for Sport), Kevin Razy (French humorist – 125K followers on Instagram), Cécile de Menibus, Jean-Marc Morandini (TV & radio Anchor), Jean-Marc Mormeck (former boxing Worldwide Champion) and bloggers.
Earned media:
TV & radio shows : 13h foot on Itélé, Valérie Expert TV show on LCI, Le Grand 8 on D8,
Virgin Tonic on Virgin Radio, Le Réveil Chérie on Chérie FM.
14.050.534 contacts on TV: TF1, NT1, RMC Découvertes, BFM Business, Histoire & Ushuaia.