Sell your kidney on eBay for $20,000. Explain that you are a woman, Isabelle, with 2 kids struggling to make ends meet. Wait for the reaction on social platforms (Facebook, Twitter). Let the buzz amplify. When the attention is at the top, explain that to never get to this point, people should ask for a donor card.

The PR “coup” has two stages:

On October 15 at 7 am, a kidney was put an auction on Ebay. Immediately the bad-buzz started and numerous digitals websites started to comment the act.

Two days later, on October 17th, World Day of Organ Donation, while the controversy was at its maximum and everyone on the social media commented on the horror of this desperate action, France ADOT revealed in a print published in Le Monde and Liberation that the only way to avoid that organs become goods is that if people take a donor card.

The earned media of this operation was huge. With no money spent, not 1€ in production, not 1€ in media, we had over 7 500 000 impressions & more than 45 articles in one day (Le Monde, The Huffington Post, Liberation, Top Santé or Femme Actuelle...). The media coverage was not only digital but also in the national press with a lot of interview requests. Isabelle, who doesn’t exist, was the person to have on the set. It was a good opportunity to talk about the cause.

We even had the unexpected support of eBay in a press release that showed its support to the association France Adot.

Above all, and that the most important results: the request of donor cards have increased by 55% in 1 month. Which means more lives saved.