Cannes Lions

GET ME TO 21

LOWE & PARTNERS, Cape Town / ORGAN DONOR FOUNDATION / 2015

Presentation Image
Case Film
Online Video

Overview

Entries

Credits

Overview

Execution

Over night, there were more than 1000 registrations. In just over 2 months, there was a 287% growth in the year-on-year registration rate and to date, more than 20 000 new organ donors have been added to the list.

The campaign made such an impact on South Africa that a nation-wide conversation began, generating more Twitter impressions than Twitter users, and dramatically flooding traditional media channels as well (12 radio interviews, 16 print/press articles, 29 articles/blogs, 3 TV interviews) earning a total of R17 million traditional media.

Outcome

Over night, there were more than 1000 registrations. In just over 2 months, there was a 287% growth in the year-on-year registration rate and to date, more than 20 000 new organ donors have been added to the list.

The campaign made such an impact on South Africa that a nation-wide conversation began, generating more Twitter impressions than Twitter users, and dramatically flooding traditional media channels as well (12 radio interviews, 16 print/press articles, 29 articles/blogs, 3 TV interviews) earning a total of R17 million traditional media.

However, the most important result: Jenna got her new pair of lungs.

Similar Campaigns

12 items

COVID-19 Global Response Design System

TBWA\CHIAT\DAY , Los angeles

COVID-19 Global Response Design System

2021, UNITED NATIONS

(opens in a new tab)