To engage people into new The Walking Dead series on FOX channel in Poland we decided to do something good. When you die and eventually become a zombie you won’t need your organs. That’s why we encouraged young people to take part in our campaign called „Do something good before you become a zombie”. How? By signing zombie donor card. This card (also called statement of intent) helps relevant services identify you as a potential donor after you die... and obviously before you turn into zombie. To make it all possible we’ve redesigned standard donor cards into zombie donor cards. Thanks to that young people would sign them more willingly.

The idea was to combine the promotion of well known TV series with a good cause and education about organ donation.

There were 2 key barriers in the brief: market situation and the budget. In october we’re witnessing many TV series premieres on different channels. In consequence people can see many TV series adverts throughout different media. To stand out from the clutter we needed to do something different: have a strong idea that will get people talking and activate the conversation. Other thing was a really small budget (20K euros). It forced us to create something small as an activatiion channel (donor card) but big in idea. That’s why we decided to combine a popcultural icon (TWD series) with a good cause (education about transplantology).

5000 donor cards SIGNED.

Vievership of TWD on FOX was 175% bigger than the average channel viewership (source: Nielsen Audience Measurement).

Despite having a really small budget almost 4 000 000 Poles had contact with The Walking Dead in the time of our campaign (source: Nielsen Audience Measurement, target 16-49).

Thousands uploaded pictures and spontanic mentions on social and in traditional media.

We’ve started a week before the TWD premiere with website, TV commercial on FOX channel and a support from their own social media channels. Instantly we’ve got people talking about the idea of signing a zombie donor cards. 3 days before the premiere we’ve organized an event on Central Station in Warsaw where everyone could make a selfie with real zombies, learn more about transplantology and get their own donor cards. We’ve also parntered with specialists from Donor.pl - the biggest NGO organisation promoting organ donations in Poland. They helped us with creating a big buzz on social media. After the premiere we’ve continued promoting the idea by cooperating with bloggers. Thanks to our efforts TWD became a hot topic on social and traditional media. People started to upload their own pictures with zombie donor cards on Instagram, Facebook and Twitter which really helped to spread the idea further.