Category: Best Use of Ambient Media: Small Scale
Advertiser: SANTA CASA HOSPITAL
Product/Service: ORGAN DONATION
Agency: Y&R SÃO PAULO
Media Vice President: Gustavo Gaion (Y&R Brasil)
Media Manager: Marcello Bolla (Y&R Brasil)
Creative Vice President: Rui Branquinho (Y&R Brasil)
Executive Creative Director: Flavio Casarotti (Y&R Brasil)
Art Director: Leon Valente (Y&R Brasil)
Copywriter: Marina Erthal (Y&R Brasil)
Art Buyer: Monica Beretta (Y&R Brasil)
Production: Elaine Carvalho (Y&R Brasil)
Production: Rodrigo Cassino (Y&R Brasil)
Client Services Director: Valeria Ordonhez (Y&R Brasil)
Account Director: Ticiana Cardoso (Y&R Brasil)
Planning Vice President: Fernanda Flandoli (Y&R Brasil)
Planning Director: Eliana Yamaguchi (Y&R Brasil)
Planning Director: Adriano Eliezer (Y&R Brasil)
Media placement: Indoor Media - Bakery Shops - Bakery Shops - 05 March 2012
Insights, Strategy & the Idea
In Brazil, the waiting list for patients waiting for an organ transplant is huge. We had to create a campaign for Santa Casa in order to touch people so they could become donors.
While we were thinking about how to reach them, we thought of making them feel as if they were on the transplant waiting list.
As we wished to impact general public, we came up with the idea to change traditional waiting turn ticket numbers in the lines area for very high numbers, as if they were in line with thousands of other people waiting for an organ.
This relevant action aimed to appeal to social consciousness and show how hard it is to wait for an organ, and thus make them choose to become donors, in order to reduce the wait for organ transplant in Brazil.
Creative Execution
To apply this idea, we selected stores where displays showing numbers for the people who were waiting, where people had their number taken from ticket dispensers on paper and waited for their turn.
We recharged those dispensers with customised paper reels, bringing also a message other then the standard waiting number.
When the person got the ticket number on paper, he notices a number much higher number than the one shown in the monitors/displays causing a huge surprise. In the ticket there was the following message: "This would be your position if you were in line to receive an organ. Be a donor. Talk to your family. www.santacasasp.org.br".
Just below in a smaller font there was the real person’s turn number. The purpose was just to alert the public in a practical and literal way.
Results and Effectiveness
The Santa Casa “waiting ticket” action was implemented in more than 10 high flow customer stores throughout Sao Paulo. More than 60,000 tickets were distributed during the campaign. The action had a great impact on social networks, and news regarding the "Waiting Ticket " was shown in national and international sites with over 300,000 mentions on Google.