Situation

In Puerto Rico there are multiple misconceptions about organ donation that make people decide not to register as donors.

Brief

Leverage on organ donation awareness month in April to create an emotional connection to fight misconceptions with real facts. Offer people strong and convincing reasons to encourage them to register as organ donors.

Objectives

Grow the number of new organ donors by 7%.

Casting was everything for this spot as the credibility of the message depends on recording the radio spot with real organ recipients. Through LifeLink, we reached out to organ recipients who already volunteer with the organization and selected eight to be part of the project.

After the casting process we went into the studio without a previous rehearsal; as we wanted their voices and performances to be as real as possible.

Reach

60% Reach (all radio stations in media mix)

Change in Behavior

The radio spot launched in April, organ donation awareness month; results are still to be audited.