In Serbia, thousands of people are waiting for a call for organ transplantation. Unfortunately, most of them will never get it due to the lack of organ donors. The law is old comparing to the other European countries. We needed to raise awareness about the grave situation of the state-run transplantation program among the general public and put pressure on the government to change the law.

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 called 10.000 people 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.