There are 300 people in need of a new organ in Finland and dozens die every year while waiting. These deaths could be prevented if more people said yes to organ donation. We needed to get this message out to as many people as possible, but couldn’t buy any media because of the limited budget. On the official day of Organ Donation we formed a symbolic organ donation line of 300 people on a square in the center of Helsinki. Bypassers were asked to write ”Yes to organ donation” as their political view on Facebook and every time someone would do this at one of our computers, a person got out of the queue.
All Finnish TV news showed up and the event was also widely reported in newspapers, radio and online. With zero media budget we got media for a value of 239,000 €. The campaign was also honored with the EACA Care Awards.
Agency: 358 | Creative Director: Erkki Izarra | Art Director: Maria Fridman | Copy: Taro Korhonen