Brazilian Association of Organ Transplant (ABTO) DM ORGAN DONORS by Leo Burnett Tailor Made Sao Paulo


Pin to Collection
Add a note
Industry Charities, Foundations, Volunteers, Organ Donation
Media Direct marketing
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Creative Director Ruy Lindenberg
Art Director Alexandre Rato Pagano, Sergio Lobo
Copywriter Tomás Correa, Cesar Herszkowicz
Released April 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: ABTO
Product/Service: CHARITY
Date of First Appearance: Apr 8 2011
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Entry URL:
Creative Director: Ruy Lindenberg (Leo Burnett)
Art Director: Alexandre Pagano (Leo Burnett)
Art Director: Sergio Lobo (Leo Burnett)
Copywriter: Tomas Correa (Leo Burnett)
Copywriter: Cesar Herszkowicz (Leo Burnett)
Media placement: Internet - Facebook - 04/08/2011

Describe the brief/objective of the direct campaign.
The first step to become an organ donor in Brazil is to communicate it to family members and friends, clearly expressing your desire. Only they can authorize the donation in the event of brain death. However, this subject is always surrounded by great controversy and prejudice. How can we make people break this taboo and deal with this subject in a more natural manner, thereby attracting more donors?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a light or relaxed way to approach the subject. By means of a Facebook application, people manifested their desire to become a donor. In the ‘donate-yourself’ area of the ABTO (Brazilian Organ Transplant Association), lovers donated their hearts, people with hangovers donated their livers, fans donated blood to their teams and everyone donated themselves to the same cause. The application is easy to use and a great multiplier. First you upload a photo, and then you tag the organs that you want to donate and choose a friend to receive the donation. After this they will receive the photo saying that you donated those organs along with an invitation to join the campaign. We got the ball rolling by sending direct messages to our Facebook fans.

Explain why the creative execution was relevant to the product or service.
We used the easiest way to find our friends and relatives: the social networks. We broke a taboo by approaching the subject in a lighter way, making people joke about the theme. We used the ‘tag’ tool as a multiplier for the message.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
ABTO’s fans on the internet doubled. Organ donation was treated in a light manner. During the first days of the initiative, hundreds of people talked naturally about the subject and played with the application and manifested their desire to become a donor. The ABTO received several messages of support on their Page during the action:
“I support this communication/disclosure and the dedication of all those who promote this campaign with intense love and care.”
“Welcome! Congratulations for your beautiful and serious work.”