| Title | #FREEYOURORGANS |
| Brand | FRANCE ADOT |
| Product/Service | THE FEDERATION OF ORGAN AND HUMAN TISSUES ASSOCIATIONS |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
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Entrant Company
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FCB PARIS Paris, FRANCE
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Advertising Agency
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FCB PARIS Paris, FRANCE
|
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Media Agency
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THE MEDIA WORKSHOP Paris, FRANCE
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Production Company
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RODS FILMS Paris, FRANCE
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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
In France, more than 20 000 people are waiting for an organ donation.
So, how to make the subject less tragic and encourage French people to take a donor card?
To launch a big movement #FreeYourOrgans with 5 characters modeled on organs.
As the heart of the campaign, a collection of t-shirts FreeYourOrgans where people can discover organs free themselves. On the back, the message “I’m an organ donor” turns the donors into a medium for the cause.
To promote the movement: TV and web film, billboard and print campaign, posters in hospitals, doctor’s waiting rooms ...
Results and Effectiveness
In 1 week, +7000 cards request, + 68% increase
445 T-shirts sold (best-seller on Spreadshirt) & 2.560 distributed to influencers and public.
Norman (French youtuber) supported the movement by posting his photo wearing our t-shirt on Instagram (2millions followers & 100.435 likes).
Many public figures defended the cause on social media & TV
Earned media:
TV & radio shows : 13h foot on Itélé, Valérie Expert TV, 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
Creative Execution
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.
Insights, Strategy and the Idea
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.
Targeting : Broad public +18 years old