Cape Town, South Africa (12 May 2017) - In a drive for life-saving organs,
J. Walter Thompson Cape Town has created a powerful, tactical poster campaign to sign up new donors for the Organ Donor Foundation of South Africa.
According to the latest statistics less than 1% of the South African population are registered as donors and over 4300 patients are currently on waiting lists around the country, making it imperative for the Organ Donor Foundation to find new donors.
The new campaign launched in a popular shopping complex, with posters placed tactically
in elevators, at the top of escalators and stairs, on freshly washed tiles and at the pedestrian crossings in the complex’s parking garage.
The posters have been designed with blood-spatter artwork and tongue-in-cheek messaging informing shoppers that their accidental death could help save lives.
Commenting on the nature of the posters, Samantha Nicholls, Executive Director at the Organ Donor Foundation said, “They certainly get your attention. But we needed people to stop and consider becoming an organ donor. And I think they do that with their bold look and arresting headlines. Every single person who becomes an organ donor can save up to 7 lives when they die. So every new person who signs up can make a real difference to the lives of many.”
Sharing his thoughts on the creative executions, Paul Strappini, Executive Creative Director at J. Walter Thompson Cape Town said, “Our job was to help the Organ Donor Foundation sign up new members. So we had to find a fresh way to deliver a recruitment message. Pointing out that accidental death could occur at any moment made one’s death less abstract, and subsequently, for a stronger argument to become an organ donor.”
Paul Grater, Managing Director at J. Walter Thompson Cape Town said, “As an agency we love impactful, creative work. And when that work can do good and save lives, that’s when what we do becomes even more rewarding,”
“I would encourage anyone who is not yet a donor to visit their page and become one today,” he added.
For more information go to www.odf.org.za.
Philippa Clayre - Head of Corporate Communications, J. Walter Thompson MEA
T: +961 1 973030
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