Challenge: To create a low budget campaign that would stir people to talk about organ donation and urge them to donate their organs for good.

Background: Even today, people believe in the power of chain messages. They forward these messages to avoid bad luck, for the fear of God or even, to save someone’s life.

Idea: We created similar messages but with a spin. Through simple ASCII art messages, we informed people that instead of forwarding superstitious messages to so many people in hope for something good to happen, simply forward your organ to just 1 person and really save someone’s life.

Result:

1. With almost zero budget, we reached many people and raised awareness about organ donation.

2. Our message recipients pledged their organs and also, created a chain of potential organ donors.

3. The traffic on our website tripled. Today, we've donors from across the country.

Idea: Using ASCII art, we created similar text messages but with a spin. We informed people that instead of forwarding superstitious messages to so many people in hope for something good to happen, simply forward your organ to just 1 person and really save someone’s life.

These short text messages were sent out through SMS, WhatsApp, Facebook Chats, Emails, etc. to only a few people and in no time, it became viral.

Result:

1. With almost zero budget, we reached many people and raised awareness about organ donation.

2. Our message recipients became our advertisers. They not only pledged to donate their organs but also, created a chain of potential organ donors.

3. People beyond our home state, Tamil Nadu, started recognizing us and today, we've donors from across the country.

4. The traffic on our website tripled.

5. Our simple message reached people beyond borders.

6. There was a rapid increase in conversations around organ donation on radio, blogs, fb, twitter, etc.?

WE HOPE THIS CHAIN NEVER BREAKS.