Title	#FREEYOURORGANS
Brand	FRANCE ADOT
Product/Service	THE FEDERATION OF ORGAN AND HUMAN TISSUES ASSOCIATIONS
Category	D01. Heath & Wellness: Corporate Image & Communication
Entrant Company	FCB PARIS Paris, FRANCE
Advertising Agency	FCB PARIS Paris, FRANCE
Media Agency	THE MEDIA WORKSHOP Paris, FRANCE
Production Company	RODS FILMS Paris, FRANCE

Name	Company	Position
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

The Brief

The overall objective was to reassure and encourage all French people (18+) to take a stance on organ donation. First of all, by creating discussions about it and secondly by making people ask a donor card. In order to liberate discussions about organ donation, our challenge was to make the subject less tragic.

Creative Execution

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). We took advantage of the National day of Organ Donation (22 June) to launch, but we insisted on making this day an everyday subject. Print campaign is still on air and media space is still being negotiated.

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). 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.

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. We created a collection of T-shirts 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). We took advantage of the National day of Organ Donation (22 June) to launch, but we insisted on making this day an everyday subject.