In Thailand, there are a lot of patients who are waiting for donated organs from the Thai Red Cross. But the number of donated organ is very low. The problem is the number of people who calls to the Thai Red Cross to register themselves as organ donors is too small.

True Corporation knows about this situation of Thai Red Cross and wants to do something for the society. So we want to create something to increase the number of phone call (dial 1666) to the organ donate center that made by the recently deceased’s relatives. We want them to understand that donating the organ is the biggest merit they can do for their loves one.

So we created the exhibition 'Make a call, Make the biggest merit' where everyone could witness merit in the biggest way possible. It’s the merit that gives someone a new life by calling the number 1666 to donate organ.

We filmed real organ recipients and present their videos in an exhibition, so people could witness the biggest merit when they dial 1666.

We also launched the TV commercial and we also encourage people to share the 1666 number via social media. Within the first hour of the exhibition’s opening, the number of donation call increased over 200% and the organ donated rate keep increasing after the campaign launched.

We created 'Make a call. Make the biggest merit.' campaign which included an exhibition, a film commercial and social network activity. We filmed real organ recipients and present their videos in an exhibition, so people could witness the biggest merit.

We filmed real organ recipients and present their videos in the exhibition. They were presented on the exhibition’s screen with their eyes closed as if they were already dead, and when someone dialed 1666, they will come back to live again because of someone’s call. And the real organ recipients will tell them how great this merit is and how thankful they are because their call can bring them back to live.

We also launched the TV commercial to reach a lot of people nationwide. And we also encourage people to share the 1666 number via social media like instagram with #getmerit1666 as another way of making merit.

Within the first hour of the exhibition’s opening, there were 21 people who call to register to be an organ donor, which is over 200% from the previous period (0.21 calls/hr) and there were 78 calls on the first day of exhibition in total.

Previous average number of call = 148 per month

The number of donation call has increased from 0.21 calls/hr to 3.25 calls/hr.

The number of calls to donate the recently deceased’s organ keep increasing after the campaign launched.

January – 8 donations

Feb –21 donations

March - 24 donations

April - 27 donations

(Source : The Thai organ donate center)

Social media results

626 people share the post about 'Make a call. Make the biggest merit' on Facebook

20,026 people seen the post about 'Make a call. Make the biggest merit' on The Thai Red Cross Society’s Facebook page. (Source: Facebook page insights)

280 people take their own photo with #getmerit1666 on instagram