According to statistics, every year in India nearly 5 lakh people die because of non-availability of organs. Factors like lack of awareness and complicated processes majorly curb the growth of organ donation numbers in India. With these alarming statistics, there was a huge need to initiate a conversation about the dire state of India’s organ donation crisis.

The brief was simple. We needed to nudge our audience towards pledging their organs without losing on the brand’s tonality. The communication should cater to an audience across different age groups.

To spread awareness about India’s organ crisis and encourage the audience to pledge their organs for donation using a platform that wouldn’t lose their interest.

YouTube is one of the most used platforms for music lovers. Almost every 3rd song has an organ in the lyrics and often in its title too. We targeted those songs for our campaign.

• Target audience

Our target audience comprises music enthusiasts aged 18 to 55. We aimed to reach out to a diverse group of music lovers belonging to different demographics all across India.

• Media planning

We structured our media plan around grabbing attention, informing and leading our audience to organ donation pledges. While our YouTube ads discussed the problems related to the organ donation crisis in India, our informative Instagram communication drew parallels between songs and the organ donation crisis, ending with a live session held by the founder of Organ India to debunk myths our audience holds.

• Approach

We scouted through the list of songs that made it to the Billboard Top 100 chart and YouTube trending music to handpick songs that contained the specific organ-related keyword in their lyrics. We then targeted our ads based on the songs selected and ran pre-roll ads on

Implementation

We ran multiple pre-roll ads, each in sync with the song the listener was going to hear. While exclusive ads were made for the most popular songs, we also ran generic ads that connected to a specific organ, among ‘eyes’, ’heart’, ‘dil’ and ‘aankh’.

• Media channels and integration

We looked for popular songs that contained the words ‘eyes’, ’heart’, ‘dil’ and ‘aankh’, and ran the ads on YouTube. We also partnered with Organ India, one of India’s leading organ initiatives, and invited them to a LIVE session on our brand’s page.

• Timeline

The campaign ran for an approximate duration of one week, starting from the 12th of August.

• Scale

The campaign’s budget was spread across multiple platforms and was rolled out in both English and Hindi languages, to reach a wider audience. The approach aimed to cover a majority of the Indian population.

Number of interactions, downloads or comments

Our Google banner ads resulted in 423.4% more clicks than expected towards the microsite, driving website traffic and increasing the chances of lead generation and conversions. On Instagram, the engagement rate was high, with teaser posts generating 99.32% more engagement, informative creatives achieving 134.3% more clicks, and contests generating 65.59% more engagement than expected. The launch video achieved 84.43% more clicks, and 15-sec video views were 76.23% more than estimated, indicating a high level of interest in the cause. On Facebook, contests generated 39.35% more engagement than expected, while Twitter contests generated 49.62% more engagement.

Soon enough, positive comments started rolling in. The audience soon found clarity on a task that was usually procrastinating, pledging to donate their organs. Reliance General Insurance was applauded for the campaign

The campaign was covered by all leading health platforms apart from a&m publications.