Corporación Del Trasplante Digital, Case study Last Call [image] by Raya Santiago

Last Call [image]

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Industry Organ Donation
Media Digital, Interactive & Mobile, Case study
Market Chile
Agency Raya Santiago
Art Director Alexander Rengifo, Felipe Brante, Guillermo Guajardo
Copywriter Matias Ibaceta, Juan Pablo Jara
Released April 2017

Awards

Lions Health 2017
Health And Wellness Awareness & Advocacy: Fundraising & Advocacy Bronze Lion

Credits & Description

Title: Last Call
Agency: Raya
Brand: Corporación Del Transplante
Country: Chile
Entrant Company: Raya, Santiago
Advertising Agency: Raya, Santiago
Pr Agency: Raya, Santiago
Production Company: Raya, Santiago
Interactive Creative Director: Felipe Medina (Raya)
Art Director: Alexander Rengifo (Raya)
Art Director: Felipe Brante (Raya)
General Creative Director: Ingrid Lira (Raya)
Planner: Luis Ruiz (Raya)
Art Director: Guillermo Guajardo (Raya)
Copywriter: Matías Ibaceta (Raya)
Copywriter: Juan Pablo Jara (Raya)
Technology Director: Juan Pablo Fierro (Raya)
Audiovisual Producer: Ignacio Peláez (Raya)
Executive Producer: Claudia Valenzuela (Raya)
Community Manager: Isamar Hernández (Raya)
Community Manager: Daniela Sotillo (Raya)
Outcome:
In one week:2.402.636 video views31.918.730 people reached17.042.036 media impressions3 days Trending topicMore than US$1.000.000 in free mediaUS$0 media spend.
Strategy:
For many years the transplant corporation has done different campaigns inviting families to talk about the subject, to revert the families’ unwillingness to accept the deceased’s choice to be an organ donor. But the numbers have not changed. With “The Last Call” we suggest that is never late to talk things over, especially when the right message is given at the right time.
Execution: http://www.ultimallamada.cl is a website where all Chileans can make a recording expressing their will to be an organ donor, to let the person’s relatives know his or her will to become an organ donor. Signing up with your personal information and the phone number of the person that will receive the call you can proceed to make the recording. The messages are saved in a data base to which Chile’s transplant coordinators have access. This way, if a recently deceased’s relative doesn’t know the person’s will, they have the possibility to receive the call that was recorded before, clearing any doubts about the person’s choice. To release this campaign, we recorded video of well-known figures recording their last call. The video was released on April 6th. On April 7th, there was a press conference to which over 12 different media channels attended to cover the news, locally on an internationally
Brief with projected outcomes:
Even though by law every Chilean is an organ donor, it’s our families that make the final decision. Chile has one of the lowest family donation rate. Making up to a 50% of Chilean people unable to donate their organs.
Campaign Description:
The Last Call, a telephone call the donor makes in life, that will be received by a member of his or her family when the time of decision-making regarding the organ donation happens.
Synopsis:
Although most of the people in the world are organ donors, families are the ones that make the final decision.Chile has one of the higher rejection rates in the world in terms of families' organ donation approval, leading to a 50% rate of donations rejected.This happens because families disregard the donors decision, leading to a 130-in-1.800 rate of organs being donated for the people in need.This situation calls for a campaign that ignites the conversation between the donors and their families, for them to know & respect their decision in the time of their passing.