YES TO ORGAN DONATION by 358 Helsinki for Finnish Kidney And Liver Organisation

YES TO ORGAN DONATION

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Industry Public Safety, Health & Hygiene, Organ Donation
Media Promo & PR, Case study
Market Finland
Agency 358 Helsinki
Creative Director Erkki Izarra
Art Director Maria Fridman
Producer Petra Yli-Hemminki
Released October 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: FINNISH KIDNEY AND LIVER ORGANISATION
Product/Service: ORGAN DONATION
Agency: 358 HELSINKI
Date of First Appearance: Oct 23 2010
Entrant Company: 358 HELSINKI , FINLAND
Creative Director: Erkki Izarra (358)
Creative / Copywriter: Taro Korhonen (358)
Art Director: Maria Fridman (358)
Producer: Petra Yli-Hemminki (358)
Event Producer: Olli Sirén (Freelancer)
Strategist: Milla Kokko (358)
Graphic Designer: Iiris Ojanen (358)
Media placement: Event - TV, Radio, Internet - 23 October 2010

Insights, Strategy & the Idea
There are 300 people waiting for an organ in Finland and dozens of people die every year in vain. These deaths could be prevented if more people said yes to organ donation. We needed to tell about the need of organ donation to as many people as possible because basically anyone can be an organ donor. So our target audience was the general public of Finland.

To spread the word we decided to try to attract the media's attention with one single event.

So far it has only been possible to sign an organ donation card. We came up with a modern way of saying yes. 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 if needed.

Creative Execution
Our plan was to arrange one event in order to attract media attention. The event was planned to take place on the most trafficked square in Helsinki on the European organ donation day 23rd October 2010. We formed a symbolic organ donation line of 300 people on a square in Helsinki. Every time somebody would come to the desk and say "yes", one person got out of the queue. The queue was gone in two hours. The event went on for another six hours.

Results and Effectiveness
We reached the general public of Finland (5.3 million) with the following media covering on our event:
TV news (two broadcasts each):
- MTV3 (2*878,000 viewers)
- YLE (2*818,000 viewers)
- Nelonen (2*177,000 viewers)
- FST (2*43,000 viewers)

Radio
- NRJ Finland (835,000 listeners)
- Radio Helsinki (102,000 listeners)
- YLE1 (958,000 listeners)
- YLE Radio Suomi (1,998,000 listeners)

Newspapers (top 5 of more than 30)
- Helsingin Sanomat, two articles (2*936,000 readers)
- Ilta-Sanomat (718,000 readers)
- Iltalehti (602,000 readers)
- Aamulehti (305,000 readers)
- Turun Sanomat (252,000 readers)

Blogs
Uncountable amount of blogs reported on the event.