Ogilvy & Mather has launched a major new campaign for the
Government, aimed at persuading more people to donate their organs when
they die.
The agency has produced six television and cinema commercials, seven
radio ads and a series of press ads as the Department of Health switches
the campaign’s focus from asking people to carry donor cards to making
sure they tell their families about their wish to save other lives when
they die.
This change in focus follows research showing that one in four requests
for organ donations are turned down by relatives.
Launched on Monday with the backing of Tony Blair, the campaign features
real people talking about their desire to be a donor. The TV and cinema
commercials are shot in Video Nation style, with those who appear using
their own words.
The common theme is, ’Organ donation - so life can go on’, and all the
ads stress that ’to be an organ donor, you’ve got to tell someone’.
A three-week push on radio, Channel 4, Channel 5, Sky, cable channels
and cinema screens will be extended if the Department of Health can
persuade more sponsors to come forward. Existing backers include Warner
Brothers and Apex Outdoor Advertising.
The account director at O&M was Surina Treon and the ads were created by
Nils Anderson and Roland Hafenrichter.
