Organ and Tissue Donation, a sensitive issue in any nation, especially in a country where families still have the last word.

See, this decision takes place during the worst moment ever, minutes after the loss of a loved one, just imagine agreeing to organ donation when you can hardly breathe.

We needed to prepare Colombians for that moment in a very careful way, encouraging families to talk about organ donations, and generating tolerance in front of this issue to make these kinds of decisions less tough.

Objectives:

1.Capture the intention to be a donor of +200 people to

have +10,000 potentially usable organs

2. Reduce the refusal to donate organs by an additional 10% in

comparison to the rest of the clinics in the country.

3. During the pandemic, a decrease of less than 30% in the donation rate compared to the previous year.

LaCardio, one of the most important transplant institutions in Colombia, in order to reach families that think "why am I going to think about my death?", hacked children's literature to create a new book that would help people talk about this difficult issue

We launched THE TRANSPLANTED BOOK to use Colombian Literature to create awareness about this.

We found that Colombia's favourite character from a well-known Children's book (The Poor Old Lady,1854), has the same number of verses as organs and tissues usable in the human body (55), a connection that would allow us to speak of death through a story that families will share at bedtime.

We donated all her 55 verses to everyone, inviting transplant patients, doctors, patients on the waiting list, new authors, and famed writers to tell a story about hope, resilience, and donation starting with an original transplanted verse.

We called our audience "The Dreamers and Naives", people who think "If I'm young, why am I going to think about my death?" They don't care about what can happen when they die, and they don't understand the potential that each person has to save lives after they passed away.

A relevant challenge due to the 95% of the population declares never having received information on the subject, this being the great goal we were pursuing at the end.

The Strategic approach was clear: "We needed to remove the tragic from the idea of death".

Social media was a must, that's why we used a nostalgic and celebrated story to create buzz, so the organ and tissue donation talk could be on family conversations, at bedtime stories, in the culture, on chit chats, helping Organ Donors Donors will make clear their commitment in life, engaging their families as well.

To write a book with user-generated content, we post the idea on social networks, all 100% organic, where we invited our followers to donate stories inspired by the verses of the story.

We wanted as many people as possible to get involved in the book and donate something personal in the story, so we used LaCardio fan page for the clinic collaborators and

monthly newsletters to invited patients, experts, and doctors to get involved with the initiative.

A landing page was waiting for the writers to select their verses and submit their tales.

When the final 55 stories were curated, child patients from LaCardio illustrated every story.

With the book printed, the stories turned into a media that live in families' homes.

To promote our children's book, we created audiobooks inviting Colombia’s to buy it in LaCardio store, where all the proceeds go to help transplant patients with limited resources.

During the first three months of the activation, we managed to engage 224 participants in the activity, who created, shared, and manifested publicly their commitment. Due to the number of usable organs and tissues, this could impact the lives of 12,320 people, giving hope to the 3038 that were on the waiting list in 2019.

The idea marked 29% more engagement than all the Organ Donation campaigns that were lit in the city.

Investment for the program was cut due to COVID19 and donation rates declined because of the pandemic, which increased the difficulty of transplant operations, however, the effort didn't stop, and LaCardio was the only hospital in the city with a long-term campaign during 2020.

Helping that the number of organ donations in Bogota fell 60%, but the initiative managed to attenuate the drop to only 29% in LaCardio, helping many patients in the city find their organs.