Reborn To Be Alive: Waiting Lines [image] 2

Credits & Description:

Agency: Duval Guillaume
Brand: Re-Born To Be Alive
Country: Belgium
Advertising Agency: Duval Guillaume, Antwerp
Entrant Company: Duval Guillaume, Antwerp
Media Agency: Duval Guillaume, Antwerp
Pr Agency: Duval Guillaume, Antwerp
Production Company: Geronimo, Antwerp
Additional Company: Reborn-To-Be-Alive, Leuven
Copywriter: Karel De Mulder (Duval Guillaume)
Editor: Merlin Vandenbossche (Geronimo)
Executive Creative Director: Dries De Wilde (Duval Guillaume)
Executive Producer: Marc Van Buggenhout (Asp)
Executive Producer: Jasper Moeyaert (Geronimo)
Art Director: Arnaud Bailly (Duval Guillaume)
Dop/Cameraman: Piet Deyaert (Geronimo)
Director: Dirk Domen (Geronimo)
Producer: Eline Van Gramberen (Geronimo)
Account Manager: Jef Leysen (Duval Guillaume)
Executive Creative Director: Koenraad Lefever (Duval Guillaume)
Client: Raymond Van Ryckel (Reborn-to-be-alive)
Executive Producer: Tuyen Pham (Asp)
Campaign Description:
To shed a light on what it feels like to wait for months, or even years, not knowing whether there is any light at the end of the tunnel we approached people waiting in line at an Apple Store, waiting for something they feel is very important. But when confronting them with the fact that their waiting line is peanuts compared to what people waiting for organs go through each day, they understood the small scale of their waiting line. By setting up a direct communication between our target audience and patience, the relevance of organ donors became clearer than ever.
Outcome:
The video created high social engagement: 22.826 blog shares worldwideSocial reach worldwide: 789.701 people and 100% positive engagement. Traffic to the website x12 the day after the campaign, x2 1,5 month later.Impact: the number of organ registrations in the first month after the campaign, was 8 times higher than normal.
Synopsis:
Under Belgian law, every deceased person is by default considered to be an organ donor, unless he or she explicitly objected during life. In reality however, doctors still ask the family’s permission, leading to many refusals and thereby to long waiting periods for patients in need of organs such as lungs, kidneys, etc. Sometimes people die before they can receive a lifesaving organ.The only one way to circumvent this is to explicitly state during life that you do want to become a donor. Reborn is an organization that constantly creates awareness around this topic and is permanently on the lookout for opportunities to stimulate people to sign up as a donor.
Strategy:
Young people are the ideal target group for organ donorship, because with their healthy bodies and organs, they are the ideal donors. However, they are also the most difficult target group to reach. Death is a far thought for them, and they have not often been confronted with the issue of somebody waiting for an organ. One could even argue that in general, they haven’t yet met any serious problems at all …That’s why it’s all the more confrontational to compare their “problem” – waiting for a new Apple Store to open can be considered a “first-world-problem” – with what of some of their peers go through.We decided to piggyback on a topic our target group feel passionate about on the one hand, and that is always prone to raise a lot of spontaneous media attention on the other.
Execution:
We reached out to people who were waiting for something themselves: the new (and first) Apple store in Brussels. The night/morning of the opening we visited the waiting line in front of the Apple store together with Luc & Astrid, two people waiting for an organ. Both Astrid & Luc interviewed the people who were waiting, first about what would make them wait for hours just to see a new Apple store open, but finally about the fact that they (=Luc & Astrid) themselves were waiting too...for an organ. The direct confrontation made people question their 'waiting' and activated them to subscribe as an organ donor as well. We turned this street activation into a social video and released it on YouTube. At the end of the video, the audience is urged to register at www.reborntobealive.be