ORGANS ON OFFER by Ogilvy & Mather Frankfurt for International Society For Human Rights (ishr)

ORGANS ON OFFER

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Industry Charities, Foundations, Volunteers, Human Rights
Media Promo & PR, Case study
Market Germany
Agency Ogilvy & Mather Frankfurt
Copywriter Marcus Pfeiffer
Released July 2009

Credits & Description

Category: Best Use of Outdoor
Advertiser: INTERNATIONAL SOCIETY FOR HUMAN RIGHTS (ISHR)
Product/Service: ILLEGAL ORGAN TRADE AWARENESS
Agency: OGILVY FRANKFURT
Date of First Appearance: Jul 10 2009 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Creative Director/Art Director: Helmut Meyer (Ogilvy Frankfurt)
Copywriter: Marcus Pfeiffer (Ogilvy Frankfurt)
Retouching: Marco Perdigones (Ogilvy Frankfurt)
Graphic: Michael Helmle (Ogilvy Frankfurt)
Account Management: Marco Bisello/Frank Apel (Ogilvy Frankfurt)
Advertiser's Supervisor: Martin Lessenthin (ISHR)
Media placement: Outdoor Posters - Posters Outside Of Supermarkets - 10.07.2009

Results and Effectiveness
In the week following publication, visitors to the ISHR website increased by over 31 %. The volume of donations made was 14 times higher than the total costs for the insert.

Creative Execution
We brought this cruel and secretive trade out into the open. We published prices, described organs, named countries and the involuntary donors. The information was repackaged in the format of a newspaper insert for seasonal offerings and price discounts and published in the left-wing newspaper the "taz". Readers were directed to the ISHR website where they were able to make donations to various projects tackling illegal organ trade.

Insights, Strategy & the Idea
ISHR is tackling the problem of illegal organ trade. Our task was to make the general public aware of this controversial issue, in order to generate publicity, support and donations for the international human rights organisation.