Organ Donation Foundation Campaign

In 2012 the chosen NGO was the Organ Donation Foundation of South Africa. The ODF wanted to change their core message style from negative emotional response driven communication to feel good, positive driven communication that would create interest and awareness around organ donation. They believed this strategy would introduce more people to the idea of organ donation. Additionally, due to the huge cultural diversity in South Africa the foundation believed a positive approach was easier across the spectrum. Students were required to use “SAVE SEVEN LIVES”, their current brand strategy, as the primary message. One organ donor can save the lives of seven people: a heart, liver, two kidneys, two lungs and a pancreas. A donor can also help up to 50 people with skin, bone, marrow, corneas and other tissue The Organ Donor Foundation is a charitable institution that runs on free will donations and volunteers. Therefore, the budget was very limited and students had to present a very cost effective strategy