Campaign: Lifeline
Client: Roche
Agency: TBWA\Group Vietnam
Role: Junior copywriter
The organ donation rate in Vietnam is remarkably low, which leads to a big gap between the donors and the receivers.
In 2015, Vietnam completed 1200 cases of transplant surgery while 8000 other people are on the waiting list.
What are the main barriers?
Barrier #1: Low awareness.
Barrier #2: Fears and taboos.
Barrier #1: Low awareness.
Barrier #2: Fears and taboos.
(fear of gory images or talking about matter of life and death)
Our goal is to create an open attitude toward organ donation and increase donation registrations.
We partnered with The Organ Donation Department of Cho Ray Hospital in Ho Chi Minh City and produced two meaningful videos that went viral, while also integrated with press meetings and PR- Communication.
The response was better than we could hope for with the organ donation registration increased by 600% on average. During a 6 month period over
900 additional organs were donated.
Nguồn Sống (Lifeline) - Youtube Commercial
