THE ORGAN STORY by Leo Burnett Bangkok for True Corporation Public Co.

THE ORGAN STORY

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Industry Public awareness
Media Ambient, Case study
Market Thailand
Agency Leo Burnett Bangkok
Executive Creative Director Keeratie Chaimoungkalo
Art Director Sompat Trisadikun, Wilai Mahamaythakij
Copywriter Sirin Wannavalee, Nadda Riebroicharoen
Released April 2010

Awards

Spikes Asia 2011
Media Product & Service Gold

Credits & Description

Type of entry: Product/Service
Category: Public Service, Charity & Fund Raising
Advertiser: TRUE CORPORATION PUBLIC CO.
Product/Service: LET THEM SEE LOVE CAMPAIGN
Agency: THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND

Executive Creative Director: Keeratie Chaimoungkalo (The Leo Burnett Group Thailand)
Executive Creative Director: Sompat Trisadikun (The Leo Burnett Group Thailand)
Creative Director: Sirin Wannavalee (The Leo Burnett Group Thailand)
Art Director: Wilai Mahamaythakij (The Leo Burnett Group Thailand)
Art Director: Sompat Trisadikun (The Leo Burnett Group Thailand)
Copywriter: Nadda Riebroicharoen (The Leo Burnett Group Thailand)
Copywriter: Sirin Wannavalee (The Leo Burnett Group Thailand)
Group Account Director: Parinoot Panakul (The Leo Burnett Group Thailand)

Results and Effectiveness:
- Once the event has been launched, the number of donations and calls to the call center
increased by 35% compared with last year. People changed their perspectives toward organ
donations and are willing to donate.
- The achievement is proven by the increased donation rate and positive perceptions towards
TRUE Corp.
- Thais' perception towards organ donation has changed and donation rate has increased by
35%.
Creative Execution:
We created giant artistic organs and inserted the audio testimonials of real donors and
recipients, telling their personal organ donation stories. We launched the campaign on
Valentine's Day to imply that organ donation is another expression of love. We place the
organs and the donation booth at the launch event where the press conference was held, then
moved them to other 12 locations all over Thailand. We also communicated through both
above and below the line media such as TVC, print, press, social network, call center and
websites. These different channels brought in all kinds of audience and made the campaign
the talk of the town.
Insights, Strategy and the Idea:
-The communication objective is to educate the importance of organ donation to the public.
-The target audience is everybody, anyone who doesn't truly understand the true meaning of
organ donation. Since TRUE Corp provides convergent communications for the mass, or
everybody, it's clear that the mass people are simply related to the brand.
- No story is more convincing that the true story itself. Since it portrays the whole picture of
organ donation; loss, sadness but eventually rewarding and fulfilling happiness.
- Losing the loved ones is the unavoidable experience for everybody. But TRUE Corp believes
in the power of togetherness that if we help one another by donating organs, losing someone
can be a blessing for the recipients and the greatest rewarding happiness for the donors.