Santa Casa De Misericordia Promo, Case study HEART by Y&R Sao Paulo


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Industry Organ Donation
Media Promo & PR, Case study
Market Brazil
Agency Y&R Sao Paulo
Creative Director Atila Francucci
Art Director Mozar Gudin
Copywriter Carolina Markowicz
Account Supervisor Valeria Ordonhez
Released February 2010

Credits & Description

Category: Best Use of Radio
Agency: Y&R
Date of First Appearance: Feb 10 2010 12:00AM
Entrant Company: Y&R, São Paulo, BRAZIL
Vice President Creative: Marco Versolato (Y&R)
Creative Director: Atila Francucci (Y&R)
Copywriter: Carolina Markowicz (Y&R)
Art Director: Mozar Gudin (Y&R)
Account Supervisor: Valeria Ordonhez (Y&R)
Planner: David Laloum (Y&R)
Advertiser's Supervisor: Antonio Carlos Forte (Santa Casa)
Sound Production Company: Trahlahlah Team (Trahlahlah)
Media placement: Radio Ad - Alpha FM - 10 February

Results and Effectiveness
The action was widely commented, and an increase of organ donor adhesions was registered in the last month, as well as a larger number of phone calls and emails inquiring how to proceed to become an organ donor, received by the institution. Besides these results, the campaign made clear that it is simple to become an organ donor by the delicacy that it treated the topic and by the concept, that one heart can be perfectly good for more than one.

Creative Execution

Donating organs is the proof that an organ can be good for more than one person. From this perspective, we created a differentiated way of conveying this, using well known songs from the radio station’s playlist, which contained the word “heart” in the title and in the lyrics. Thus, we demonstrated in an unusual manner that a heart could be good for more than one, like the concept says. The implementation had a strong media effort and the collaboration of the main radio stations in São Paulo, such as Alpha FM, in which the action was promoted by the well known voice of the station’s famous female announcer.

Insights, Strategy & the Idea
Being an organ donor is still considered taboo in Brazil. Few people know the procedures and how easy it is to become an organ donor. Therefore, the objective of the action of Santa Casa, a renowned hospital in São Paulo, was to incentive the population to become organ donors using a media that reaches several audiences in a differentiated manner and at low cost, but with much impact: radio. And which would evidence that donating organs, as well as saving lives, can be simpler than it seems. The method was relevant because the radio media in São Paulo, especially stations such as Alpha FM, reaches wide and different publics and the costs are relatively low. Also, we used famous songs without having to pay for copyright and they gave even more relevance to the importance of donating organs. Besides, for being so differentiated, the action generated comments from several kinds of publics, as well as increasing the adhesion of organ donors.