CASE STUDY: How Thai Red Cross, True Corporation boosted organ donations

Background
Insufficient organ donation is a problem in Thailand and coupled with a rising number of patients in need of transplants, the need to solve this issue has become more urgent than ever. In partnership with True Corporation and Leo Burnett, Thai Red Cross wanted people to believe that organ donation is a beautiful act worth doing.

Aim
This campaign hoped to create awareness and encourage organ and eye donations to result in higher number of donors for this year. It also hoped to promote the Helplink.net website.

Execution
Leo Burnett created giant artistic organs and inserted the audio testimonials of real donors and recipients, telling their personal organ donation stories.

The installations were rolled out across 12 locations in Thailand on Valentine’s Day, implying that organ donation is another expression of love.

A press conference was held in support of the initiative, alongside above-and below-the-line media such as TVC, print, press, social network, call center, website and free media under TRUE Corp.

Results
After hearing the stories, thousands of people signed up at the donation booth nearby to become donors. The campaign attracted massive national media attention and within two months the donation rate increased by 35 per cent compared with last year, and is still rising.

Credits

Title The Organ Story
Client True Corporation Public Company Limited
Product/Service Let Them See Love Campaign
Advertising agency The Leo Burnett Group Thailand
Executive creative director Keeratie Chaimoungkalo, Sompat Trisadikun
Creative director Sirin Wannavalee
Art director Wilai Mahamaythakij, Sompat Trisadikun
Copywriter Nadda Riebroicharoen, Sirin Wannavalee
Agency producer Sompetch Nuntasinlapacha
Account service Parinoot Panakul