To tone down the act of donating an organ, the idea is to turn organs into amusing characters who are still alive after someone’s death and decide to escape the body to save somebody’s else life. All French people are invited to join the movement #FreeYourOrgans.

The characters Gérard the liver, Michel the heart, Serge the lung and Jeremy & Baptiste the kidneys guide us through all communication channels and lead us to the redesigned donor card. The influencers first, then the already convinced people, were to turn to Organ Donation’s ambassador when wearing the #FreeYourOrgans tee-shirts especially designed for the cause.

The 5 ‘organs’ characters were designed by the French illustrator Corentin Lecourt. Michel the heart was chosen to illustrate the donor card because the heart is the best-known organ transplant and symbolic of life. The donor cards were printed in 10 000 copies in limited edition.

The tee-shirts with each of the 5 characters were also created by Corentin Lecourt. 25 differents bright & cheerful colors were possible keeping in mind that being a donor organ can be cheerful. When wearing the tee-shirt, each character escaping from where they come from (up left for the heart, in your back of the kidneys…) can be seen. Donors become ambassadors of the cause #FreeyourOrgans by wearing proudly their tee-shirt.

The film, the posters and all that was posted on social networks + the one-line site featured our 5 characters escaping the body as key visuals.

Public figures such as famous TV animators like Jean-Marc Morandini, Cymes Michel, Cécile de Ménibus… and also politicians with two Secretaries of State : Roselyne Bachelotet and Thierry Braillard supported the cause and wore Tshirts & showed the donor card on TV shows.

For several weeks, the organ donation were in all conversations and we had a huge earned media 14 050 534 contacts in TV. No money was spent in media.

Above all, and that the most important results: the request of donor cards have increased by 68% in 1 month. More life saved.