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 6th, tens of thousands of calls were made all over the country and our hero 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.

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 made a tens of thousands phone calls 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.

We became members of Eurotransplant.

The Prime Minister announced that the new law will be submitted to the Parliament soon.