THE MOST IMPORTANT CALL IN YOUR LIFE
| Title | THE MOST IMPORTANT CALL IN YOUR LIFE |
| Brand | HEMOFARM FOUNDATION |
| Product/Service | THE MOST IMPORTANT CALL IN YOUR LIFE |
| Category |
A07. Charities, Public Health & Safety, Public Awareness Messages |
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Entrant
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SAATCHI & SAATCHI Belgrade, SERBIA
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Idea Creation
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SAATCHI & SAATCHI Belgrade, SERBIA
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Media Placement
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SAATCHI & SAATCHI Belgrade, SERBIA
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PR
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SAATCHI & SAATCHI Belgrade, SERBIA
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Credits
| Zarko Veljkovic |
Saatchi & Saatchi Belgrade |
Creative Director |
| Ivana Zekovic |
Saatchi & Saatchi Belgrade |
Creative Director |
| Dragana Petkovic |
Saatchi & Saatchi Belgrade |
Creative Director |
| Ana Cvetkovic |
Saatchi & Saatchi Belgrade |
Art Director |
| Viktor Mijatovic |
Saatchi & Saatchi Belgrade |
Art Director |
| Nikola Zmajevic |
Saatchi & Saatchi Belgrade |
Senior Copywriter |
| Ivan Westerveen |
Publicis |
Associate Creative Director |
| Jovana Radovanovic |
Saatchi & Saatchi Belgrade |
Copywriter |
| Milja Zarubica |
Saatchi & Saatchi Belgrade |
Designer |
| Dusan Stankovic |
Saatchi & Saatchi Belgrade |
Account Manager |
| Sonja Milovic |
Saatchi & Saatchi Belgrade |
Managing Director |
| Snezana Vuckovic Kalinovic |
Saatchi & Saatchi Belgrade |
Client Service Director |
| Ivana Minovic |
Saatchi & Saatchi Belgrade |
Client Service Director |
| Tatjana Milnovic |
Saatchi & Saatchi Belgrade |
Account Planing Director |
| Ivan Zornic |
Publicis one |
Production director |
| Ivan Ivkovic |
Fusion Communications |
Digital maganer |
| Ivan Grlic |
Freelance photographer |
Art producer, visual artist and freelance photographer |
| Irena Tesovic |
Fusion Communications |
Key Account Manager |
| Veronika Paunovic |
Fusion Communications |
Client service director |
The Campaign
The idea was to build a campaign around the insight of importance of the call for organ transplant that patients are waiting for. For them that call represents the most important call in life. We wanted to show people the importance of such a call by putting them in the shoes of someone who has been waiting for it. First, we built awareness with a teaser campaign with the message that people will receive the most important call in life on June 6. On that day, we called 10.000 people and real-life patients informed them about importance and agony of waiting for the most important call via pre-recorded messages. At the same time, we called media representatives to come to town squares and receive the call at branded phone booths. We also played the messages on social media and radio.
Execution
The campaign was executed in two phases: the teaser phase and the reveal phase. We teased people using billboards, web and a TVC featuring real patients waiting for organ transplant, announcing June 6th as the day when people will get the most important call in life. This triggered a vast number of reactions among general public, but also resonated with national and local media.
On June 6th, we called 10.000 people and made a reveal, informing them about the issue of organ transplantation that necessitates a new law to be resolved. The reveal phase also featured a TVC and web, where the stories of patients from the teaser phase were told via a series of testimonial videos.
Media reach was above 85%.
The campaign generated more than 1.300.000 € worth of free media and PR.
Total campaign expenses were 75.000 €.
June 6th was officially declared the National Donor Day.
The Prime Minister announced that the new law will be submitted to the Parliament by the end of the year.
The Situation
The relevance of this work for PR lies in the fact that with total campaign expenses amounting to a modest 75.000 €, the campaign managed to generate more than 1.300.000 € worth of free media and PR.
The Strategy
The campaign had two basic goals: to raise awareness about the terrible situation concerning organ transplant donations and to put pressure on the government to change the law. We targeted the general public and informed them through OOH, social media, and prints to raise awareness. First we had a teaser informing them about the most important call on June 6th. Then we called 10.000 people and played them a pre-recorded message from our hero patients. We also called media to town squares with branded phone booths to inform them about the problem. At the same time, we activated a Facebook page with testimonial videos of our hero patients and used it to dispel common prejudices about the issue.