We took advantage of Christmas Eve, the time of year when the whole family gets together, to help people who are already organ donors tell their families this important decision. How? Using one thing that Brazilians love to share on this date: Christmas gifts. ABTO (Brazilian Association of Organ Transplantation) in partnership with Shopping VillaLobos created a line of special wrapping paper and tags that came with an important Christmas message: I’m an organ donor. After buying the presents, when having the Christmas gifts wrapped at one of the 40 participating stores, people had the choice of using the special ABTO gift-wrapping paper and tags at no additional cost. This way, when they gave someone a present on Christmas Eve, they were also making their decision to be an organ donor loud and clear.

We created a unique line of wrapping paper. In total we developed six different themes, each of them featured “organs” as the main symbol of the campaign and the unforgettable Christmas message: I’m an organ donor. In partnership with Shopping VillaLobos, we distributed over 100,000 units to the 40 participating stores. When having the bought Christmas gifts wrapped at one of the 40 participating stores, people had the choice of using the special ABTO gift-wrapping paper and tags at no additional cost. Making the Christmas gifts into a way to tell everyone that they are an organ donor.

More than 100,000 Christmas gift purchases were wrapped with ABTO’s special wrapping paper and tags during the month of December.

Influencers and media vehicles spread the message throughout Brasil, generating more than 1.5 million media impressions.

The number of organ donations increased by 8% after the action.

Thousands of lives were saved, including that of the patient Eunice, who received a kidney thanks to a donor who told his family on Christmas Day.