Brazil has very few organ donors per capita. Unfortunately, no one is shocked that thousands of body organs are buried every day instead of being donated. It’s easier to be shocked by the burial of a luxury car. To help change that, we asked the most famous and eccentric Brazilian millionaire, Chiquinho Scarpa, to post on his Facebook page that he would bury his U$ 500.000 Bentley in the yard of his mansion, inspired by the pharaos who buried their treasures. The impact was huge. People were revolted and the Media strongly criticized Scarpa’s decision, as expected, on every TV channel, radio station, newspaper, magazine and Internet Portal in the country – even abroad it made the headlines. But in the day of the burial, with all of Brazil’s media gathered broadcasting it live, after placing the car inside the grave, Scarpa interrupted the funeral and declared: “I won’t bury my car, but everybody thought it absurd. Absurd is what people do everyday: bury their healthy organs.” The stunt of the Brazilian Association of Organs Transplants was revealed, opening the National Week of Organs Donation. In just 1 month, organs donations were increased by 31.5%.

September 2013 – we asked the most famous and eccentric Brazilian millionaire, Chiquinho Scarpa, to post on his Facebook page that he would bury his U$ 500,000 Bentley in the yard of his mansion, inspired by the Pharaohs who buried their treasures. The impact was huge. People were revolted and the Media strongly criticized Scarpa’s decision, as expected, on every TV channel, radio station, newspaper, magazine and Internet Portal in the country – even abroad it made the headlines. But in the day of the burial, with all of Brazil’s media gathered broadcasting it live, after placing the car inside the grave, Scarpa interrupted the funeral and declared: “I won’t bury my car, but everybody thought it absurd. Absurd is what people do everyday: bury their healthy organs.” The stunt of the Brazilian Association of Organs Transplants was revealed, after 5 days of pure buzz, opening the National Week of Organs Donation.

Organs donations were increased by 31.5% in just 1 month. More than 172 million people were impacted on social networks alone. 22 million Dollars of earned media with all of the spontaneous coverage on TV, Radio, newspapers, magazines and Internet portals, while the campaign had ZERO media costs – organs donations had never before had so much publicity and debate in Brazil. It ranked number 1 in Brazil on Trending Topics, and number 2 in the world. Also, the revelation post on the donating of organs had 743% more shares than the posts on the burial of the car, ensuring that the message had been delivered.