Title	REBORN WAITING LINES
Brand	REBORN-TO-BE-ALIVE
Product/Service	ORGAN DONOR CAMPAIGN
Category	C08. Charities, Public Health, Safety & Awareness Messages
Entrant Company	DUVAL GUILLAUME Antwerp, BELGIUM
Advertising Agency	DUVAL GUILLAUME Antwerp, BELGIUM
Production Company	GERONIMO Antwerp, BELGIUM

Name	Company	Position
Koenraad Lefever	Duval Guillaume	Executive Creative Director
Dries de Wilde	Duval Guillaume	Executive Creative Director
Karel De Mulder	Duval Guillaume	Copywriter
Arnaud Bailly	Duval Guillaume	Art Director
Jef Leysen	Duval Guillaume	Account Manager
Marc Van Buggenhout/Tuyen Pham	ASP	Tv producer
Jasper Moeyaert	Geronimo	Executive Producer
Dirk Domen	Geronimo	Director
Eline Van Gramberen	Geronimo	Producer
Merlin Vandenbossche	Geronimio	Editor
Pieter Deyaert	Geronimo	DOP/Cameraman
Raymond Van Ryckel	Reborn-to-be-alive	Client

The Brief

Every year people die waiting for an organ donation. The waiting list is too long. The donor list too short. During the opening of the first Apple Store in Belgium, the Belgian non-profit organisation Reborn To Be Alive wanted to raise awareness about the fact that 1 organ donor can save up to 8 lives and activate people to sign up and become a donor.

Campaign Success

To shed a light on what it feels like to wait for months, or even years, not knowing whether there is any light at the end of the tunnel we approached people waiting in line at an Apple Store, waiting for something they feel is very important. But when confronting them with the fact that their waiting line is peanuts compared to what people waiting for organs go through each day, they understood the small scale of their waiting line. By setting up a direct communication between our target audience & patience, the relevance of organ donors became clearer than ever.

Describe the success of the promotion with both client and consumer including some quantifiable results

During the morning of the shooting 100% of all people asked to subscribe as an organ donor, agreed. Online results however, are not yet measurable since the video was placed online after the subscription deadline from Eurobest.

Explain why the method of promotion was most relevant to the product or service

For this campaign we confronted people directly with the gravity of having to wait for an organ. To clarify this and raise the impact of our message we reached out to people who were waiting for something themselves: the new (and first) Apple store in Brussels. The night/morning of the opening we visited the waiting line in front of the Apple store together with two people waiting for an organ. Both Astrid & Luc interviewed the people waiting, first about why they'd wait for hours just to see a new Apple store open, but finally about the fact that Luc & Astrid themselves were waiting too...for an organ. The direct confrontation made people question their motives' and activated them to subscribe as an organ donor. Because what's more direct than seeing the problem with your own eyes? More famous waiting lines will be visited by Reborn in the future.