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

Previous
Previous

Pick n Pay Retail: More of what you love

Next
Next

Student Work: NSRI Print Ad