Context
South Africa has one of the worst organ donation rates in the world, with less than 0.3% of the population registered as donors.
There are currently 4300 patients on the waiting list.
The Idea
We created a campaign that would get the public to engage emotionally with the survival of a single patient. Get Me To 21 revolved around Jenna Lowe, a 19-year-old awaiting a lung transplant. She invited the whole country to her 21st birthday party and to come to the party you had to register as an organ donor. Through the invitation and the hashtag #GetMeTo21 people were directed to https://www.getmeto21.com allowing them to register as an organ donor in minutes through a customised registration form.
Awards
Loeries 2016 - Gold for Effective Creativity
Loeries 2015 - Gold and Bronze
Apex Awards for Effectiveness 2015 - Grand Prix, Gold and Special Award
1st Place for Creative Circle Digital Ad of the Year 2015
Bookmarks Award 2015 - Silver
Bookmarks Award 2015 - Silver
Credits
Executive Creative Director: Kirk Gainsford
Copywriter: Erik Salamon
Art Directors: Melissa Raath & Dane Alexander
Account Management: Inge Prins
Strategy: Emily Rule
