Finnish Kidney And Liver Organisation Case study ORGAN DONATION DAY by 358 Helsinki

ORGAN DONATION DAY

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Industry Charities, Foundations, Volunteers, Organ Donation
Media Case study
Market Finland
Agency 358 Helsinki
Creative Director Erkki Izarra
Art Director Maria Fridman
Copywriter Taro Korhonen
Designer Iiris Ojanen
Producer Petra Yli-Hemminki
Released September 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: FINNISH KIDNEY AND LIVER ORGANISATION
Product/Service: ORGAN DONATION
Agency: 358 HELSINKI
Date of First Appearance: Oct 23 2010
Creative Director: Erkki Izarra (358)
Copywriter: Taro Korhonen (358)
Art Director: Maria Fridman (358)
Producer: Petra Yli-Hemminki (358)
Event Producer: Olli Sirén
Strategist: Milla Kokko (358)
Designer: Iiris Ojanen (358)
Media placement: Event - Earned Media: TV, radio, press - 23 October, 2010

Describe the campaign/entry
Over 300 people are waiting for an organ in Finland. Every year dozens die waiting. These deaths could be prevented if more people said yes to organ donation. We needed to tell as many people about this issue as possible, but we had no money to buy media. To draw the attention and to get people to say “Yes”, we formed a symbolic organ donation line of 300 people on a square in Helsinki.

Describe how the campaign/entry was launched across each channel in the order of implementation
Until now, an organ donation card has been the only way to archive people’s own will. We came up with a new way: We asked people to write “Yes to organ donation” as their political view on Facebook. This way their opinion will be archived and could easily be checked by the family when needed. We then formed a symbolic organ donation line of 300 people on a square in Helsinki. By-passers were given a chance to say “Yes” to organ donation either by filling in the traditional organ donation card or by the new tool, Facebook. For each by-passer who said yes one person from the line was released. The line was gone in less than two hours.

Give some idea of how successful this campaign/entry was with both client and consumer
All Finnish TV news showed up. We got seven prime time news reports, four reports on the radio and dozens of national newspaper articles. Estimated value of this media is €239,000 And even more people said yes to organ donation.

We reached the general public of Finland (5,3 million inhabitants) with the following media coverage:

TV news:
- MTV3 at 7pm and 10pm (average viewers 878,000).
- YLE at 6pm and 8.30pm (average viewers 818,000).
- Nelonen at 6.45pm and 11pm (average viewers 177,000).
- FST at 6pm and 7.30pm (average viewers 43,000).

Radio:
- NRJ Finland's morning show the day before (coverage 835,000 listeners).
- Radio Helsinki's morning show the day before (coverage 102,000 listeners).
- YLE1 daytime show, live from the event (coverage 958,000 listeners).
- YLE Radio Suomi afternoon show (coverage 1,998,000 listeners).

Newspapers (top 5 of more than 30):
- Helsingin Sanomat, one article before the event, one after (national, 936,000 readers).
- Ilta-Sanomat (national, 718,000 readers).
- Iltalehti (national, 602,000 readers).
- Aamulehti (regional, 305,000 readers).
- Turun Sanomat (regional, 252,000 readers).

Blogs:
There were an uncountable amount of blogs reported on the event.