Objective:

To spread awareness about India's organ crisis and encourage the audience to pledge their organs for donation using a platform that wouldn't lose their interest.

 

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Problem:

Every year in India, nearly 5 lakh people die because of the unavailability of organs. Factors like lack of awareness and complicated processes majorly curb the growth of organ donation numbers in India.

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Human insight: 

We sing “I’d give you my heart” in every love song as a sweet promise, but we hardly ever stop to see how organ donation could make that promise real.​

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Creative Solution:

We decided to run pre-roll ads before popular songs.

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These ads picked up on an organ-related keyword from the song title and played an ad based on that specific organ. For those who played Elton John's Cold Heart, they received an ad urging them to pledge their heart for donation. Similarly, we also targeted songs with the word 'eyes'.