Get Me To 21
This campaign ran in 2014. 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.
CONTEXT
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 organ donors in minutes through a customised registration form
IDEA
RESULTS
With 0 rand media budget, the campaign generated 20,000 new organ donor sign-ups in just three months.
Jenna eventually received the lungs she so desperately needed, but she sadly passed away in June 2015.🕊️
Agency: MullenLowe South Africa
Art Director: Melissa Raath, Dane Alexander / Copywriter: Erik Salamon
Executive Creative Director: Kirk Gainsford
Account Management: Inge Prins / Strategy: Emily Rule
Film Director: Karien Cherry