With the help of an artist we created sculptures of the most representative organs of the human body: the liver, the lungs and heart.

In order to demonstrate what happens when people don´t express their willingness to become organ donors, we decided to make them with trash.

The campaign centers around the visual impact of the artworks in order to get people involved with the cause by sharing photos in their social networks that would express their willingness to donate.

We also developed posts that were published in the NGO’s social networks as well as in celebrities and influencers’ social networks to drive action, amplifying the message in an organic way.

Together with a press and PR plan we established the organ donation topic in social networks obtaining mentions to our hashtag.

Through the hashtag hundreds of people were able to express their willingness to become donors. We reached more than 1,200,000 users, and the action was picked up by different national and international online media, generating thousands of dollars in earned media.

The images of the artworks amounted to more than 1,300,000 impressions on facebook, twitter and instagram generating conversation about organ donation in social networks, with more than 54,000 positive interactions about the importance of donating organs.

The artworks were seen in the street by thousands of people, generating awareness about the problem. In addition, the graphic campaign allowed us to go further in achieving our goal of amplifying the message by expressing it through different platforms.

In this way we got people to talk about a taboo subject in Argentina, generating attitude change.