Novartis Promo, Case study POST DONATION

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Industry Public Safety, Health & Hygiene, Organ Donation
Media Promo & PR, Case study
Market Brazil
Released July 2012

Credits & Description

Category: Healthcare and Services
Advertiser: NOVARTIS
Creative Vice President: Raphael Vasconcellos (AgênciaClick)
Creative Director: Mateus Braga (AgênciaClick)
Creative Director: Juliana Constantino (AgênciaClick)
Creative Director: Alexandre Lima (AgênciaClick)
Art Director: Ricardo Gejão (AgênciaClick)
Art Director: Luiz Mendigo Barretto (AgênciaClick)
Copywriter: Ricardo Diniz (AgênciaClick)
Copywriter: Mauro Paz (AgênciaClick)
User Experience Designer: Waldemir Jr (AgênciaClick)
Media Diretor: Rose Campiani (AgênciaClick)
Media Planner: Márcio Jorge (AgênciaClick Isobar)
Media Planner: Guilherme Loreiro (AgênciaClick Isobar)
Media Planner: Tobias Nold (AgênciaClick Isobar)
Account Director: Eliel Allebrandt (AgênciaClick Isobar)
Account Manager: Ana Paula Bulus (AgênciaClick Isobar)
Project Manager: Priscila de Souza Nakazato (AgênciaClick Isobar)
Media placement: Newspaper - Estadão - 27 / September / 2009
Media placement: Internet - Blogs - 27 / September / 2009
Media placement: Internet Banner - Estadão - 27 / September / 2009

Summary of the Campaign
On Brazil National Organ Donation Day we invited bloggers to spread the message about the importance of organ donation.

The Goal
To build awareness about the importance of organ donations.

We invited 30 bloggers, but other 714 spontaneously participated, making the message reach nearly 2 million readers in a single day. The success led the campaign to appear on the TV news with the largest audience in Brazil.

A simple idea: on Brazil National Organ Donation Day, we invited highly influential bloggers to donate their posts to each other. They all joined in and their readers could feel some of the experience of donating.

The Situation
In Brazil, the number of organs donations is always under the ideal.

The Strategy
Use new media to help change the perspective on the subject.