Dutch Government - Organ Donation - Flight 1
Every year, 150 people die because they are waiting for a donor organ, but do not receive one in time. Unfortunately, this waiting list continues to grow. For this reason, organ donation is given extra attention every year during donor week.
Insight
There are all sorts of reasons why you don't want to register, or don't want to register yet. Until you hear from someone else what convinced him or her to do it anyway. Where a normal approach would focus on convincing the group of 9 million non-registered people, we took the registered people as our starting point. And we asked them why they became donors.
Concept: Donate your story
As a registered organ donor, the chance that you will actually become an organ donor is very small, but the chance that your story will encourage others to become organ donors is much greater. In the campaign, we focused on two real stories. Martijn with the story from the perspective of the donor. He saved five lives with his organs. And Mike, who received a donor heart at the age of one.
Besides the online videos, 20″ versions were also made for television. To emphasise the power of Martijn and Mike's story, we asked family members to listen to the stories.
Millions of people watched the documentaries and shared their own stories with those around them or on social media. Hundreds of them donated their inspiring stories via Facebook, which we will use again in the next campaign. Saving a life. You have it in you.
