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Donation Organ Campaign

Challenge and objective:

Create an efficient communication platform to increase the number of organ donors in Brazil.

Strategy and execution:

A) requesting to Facebook the creation of a feature that provides users with the option to record their wish to donate organs.

B) publicizing this pioneering initiative through integrated communications actions, using both social and traditional media.

Results:

A) The number of people declared donor through the new platform overpassed in almost 5 times the number of people waiting for a transplant.

B) 1,563% more fans on the official Facebook page.

C) Social reach of more than 36 million Facebook users.

D) Traditional media: audience of more than 31 million people

PR Category Selection:

The entry is considered to preserve all the native elements of public relations strategies, such as the engagement of third parties and opinion leaders, strong content generation for information/clarification and its disclosure by media relations (social and traditional, without the use of paid media), the intense relationship with several stakeholders, the use of a free social platform on the Internet, amongst others.

The launch of the initiative took place at a press conference hosted by Alexandre Padilha, Brazil’s Minister of Health, and by Alexandre Hohagen, Facebook’s vice-president for Latin America. Integrated communications actions were used to feed the ministry’s social networks and traditional media.

Ministry of Health developed and spread special ‘online stamps’ that were shared by Facebook users and increased the interest on the new feature. Celebrities and opinion leaders engaged the cause, the news spread rapidly and covered millions of Internet users.

Timeline after timeline, Facebook users made the initiative spread quickly. To create a positive expectation of initiative was released, before the official launch, a video-case with the support of citizens to the cause of organ donation.

Facebook also contributed with the communication strategies, displaying the process required to become a donor on its official pages. The social network also published no cost ads directed to users in Brazil.

The number of people declared donor through the new platform (121 thousand) overpassed in almost 5 times the number of people waiting for a transplant (26,662).

A 1,563% increase in the number of Facebook’s fans on the official page of Organ Donations.

During the first week, 8,786,219 persons viewed the contents related to campaign, directly on the Ministry of Health’s page.

Publications on organ donations were viewed 21,901,989 times by Facebook users. The post that teaches users how to declare one as an organ donor was viewed 17,108,071 times.

A great number of personalities and celebrities became committed to the cause. TV entertainer Luciano Huck alone, for example, owner of the page with the greatest number of fans among Brazilian celebrities, reached a potential 8.6 million persons (Fans in February 2012)

Social reach: +36 million Facebook users (55% of Facebook’s audience in Brazil)

Traditional media: audience of +31 million people