Advertiser: REBORN
Agency: DUVAL GUILLAUME MODEM
Category: Best Low Budget Campaign
Advertising campaign: HOLD THE LINE
Executive Creative Director: Katrien Bottez (Duval Guillaume)
Executive Creative Director: Geoffrey Hantson (Duval Guillaume)
Account Director: Nathalie Rahbani (Duval Guillaume)
Copywriter: Niels Sienaert (Duval Guillaume)
Art Director: Tim Schoenmaeckers (Duval Guillaume)
Implementation
We gave a new purpose to an existing medium: in the week following World Health Day we adapted the telephone waiting lines of several companies. While waiting to speak to someone, people got to hear a message that reminds them that waiting is not fun, but that it’s even harder when waiting for an organ. They are also explained how easy it actually is to become an organ donor and save up to 8 lives. The message ended with a direct message to go to the website and to become a donor.
Client Brief Or Objective
In Belgium the waiting list to receive an organ is dramatically growing. Challenge: how do we raise awareness for ReBorn and get more Belgians to register as an organ donor, keeping in mind that Reborn to be Alive (organ donation foundation) has no money - nothing - to invest in a campaign.
Outcome
Several Belgian companies (like: Carlsberg, Bongo, Lotus, Napoleon Games, ... ) decided to pop in on this idea and turned their boring waiting tune into a life-saving medium for one day. It’s too soon for final results but if we’ve saved one life by giving new meaning to an existing medium, this idea might be worth lasting longer than just one day.
Execution
For a small non-profit organization without any funds it’s always difficult to get their message across. By using telephone waiting lines we not only confronted people with the problem, we also had the time to explain how easily they can do something about it, without spending a dollar.