Medical Center San Jose Hospital Design & Branding THE LIFE T-SHIRTS by Ogilvy & Mather Mexico

THE LIFE T-SHIRTS

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Industry Hospitals, Healthcare facilities & Medical Services
Media Design & Branding
Market Mexico
Agency Ogilvy & Mather Mexico
Creative Director Raul Rivera, Paulina Espinosa, Janis White, Carlos Holcombe, Iván González, Abraham Quintana Garay
Art Director Sergio Diaz-Infante, Adriana Galicia
Copywriter Juan Carlos Meza
Photographer Diego Arrigoni
Released September 2011

Credits & Description

Category: Promotional Item Design
Advertiser: MEDICAL CENTER SAN JOSÉ HOSPITAL. TEC HEALTH
Product/Service: MULTI-ORGANIC TRANSPLANT CENTER
Agency: OGILVY MEXICO
Creative Vice President: José Montalvo (Ogilvy México)
Creative Vice President: Miguel Angel Ruiz (Ogilvy México)
Creative Director: Raúl Rivera (Ogilvy México)
Creative Director: Janis White (Ogilvy México)
Art Director: Adriana Galicia (Ogilvy México)
Art Director: Sergio Díaz (Ogilvy México)
Head Art Director: Iván Carrasco (Ogilvy México)
Copywriter: Carlos Meza (Ogilvy México)
Account Director: Miguel Velázquez (Ogilvy México)
Creative Director: Abraham Quintana (Ogilvy México)
Agency Producer Director: Juan Pablo Osio (Ogilvy México)
Creative Director: Carlos Holcombe (Ogilvy México)
Creative Director: Iván González (Ogilvy México)
Creative Director: Paulina Espinosa (Ogilvy México)
Project Manager: Gerardo Samano (Ogilvy México)
Printer Producer: Alejandro Urbina (Promo Supplyer)
Agency Print Producer: Ereth Bolaños (Ogilvy México)
Photographer: Diego Arrigoni (Ona Produccion)
Media placement: T-Shirts - Hospital San Jose - 26 September 2011
Media placement: QR Codes - T-Shirts - 26 September 2011
Media placement: Videos - QR Codes - 26 September 2011
Media placement: Register Website - CENATRA Website - 26 September 2011

Describe the brief from the client
To create an organ donation campaign with very few resources that appealed to our target, in a more interactive way.

Describe the challenges and key objectives
Increasing organ donation in Mexico is a big challenge. Less than 1% of the population are registered organ donors. Ignorance and indifference are our 2 main barriers.

The challenge then was 2-fold: Firstly, we had to turn the potentially bureaucratic act of becoming a donor (the signing of a form) into something more meaningful, inspiring and stimulating. Secondly, we needed to touch as many people as possible, and to do so constantly in order to widen our reach and be able to grow registered organ donors quickly. Afterall, there were more than 99% of them out there.

Describe how you arrived at the final design
Our t-shirts functioned as walking billboards that were also letters of invitation. They sought to celebrate the act of becoming a donor by highlighting the importance of organs, placing them at the centre of our communication. Through QR Codes printed on the tees, in a snapshot, people were able to see a video related to the corresponding photographed organ, which then lead to them having the registration form in the palms of their hands. After signing up, they could go get a t-shirt so the process started all over again.

Give some indication of how successful the outcome was in the market
In the first week we gave out 60 t-shirts to 60 newly registered users. In the following 3 months, between September to December, another 150 people became registered donors. By the end of March, we had increased our donor base by 430 people, which translates into a growth of 35.8% in donors in only 6 months.