Brazilian Association of Organ Transplant (ABTO): TIME TO DONATE

Credits & Description:

Category: Charities, Public Health & Safety, Public Awareness Messages

Advertiser: ORGAN TRANSPLANT ASSOCIATION

Product/Service: ORGAN DONATION

Agency: DDB BRASIL

Date of First Appearance: Mar 4 2011

Entrant Company: DDB BRASIL, São Paulo, BRAZIL

Chief Creative Officer: Sergio Valente (DDB Brasil)

Executive Creative Director: Marco Versolato (DDB Brasil)

Creative Director: Guilherme Jahara (DDB Brasil)

Creative Director: Marcelo Reis (DDB Brasil)

Art Director: Leonardo Rotundo (DDB Brasil)

Copywriter: Helio Gualberto (DDB Brasil)

Media placement: . - . - .



Describe the brief/objective of the direct campaign.

ABTO’s campaign’s objective was to make doctors who were partners of the association aware of the organ donation situation and the need for more donors.



Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

The solution was to create a clock. This piece allowed us to deliver more than only a message, it allowed us to show the dynamics of organ donation: the number of people who need an organ is always much higher than the number of donors. We mailed this clock to doctors and nurses, people that can influence people to become donors.



Explain why the creative execution was relevant to the product or service.

Besides the low cost of production, which was essential to ABTO, the piece was shown to an important target when it comes to the organ donation: the doctors. The clocks also impacted a great number of patients who go to these professionals’ offices.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

ABTO received requests for more clocks from doctors that work in more than one office. Besides that, hundreds of clocks were placed on the walls of offices and hospitals. So the campaign reached its primary and secondary target: doctors and the general public.