Who wants to think about having their organs removed after death? It’s an anxiety-provoking notion, even if many people believe that donating organs is a good idea in theory. A Cannes Grand Prix-winning campaign out of Brazil has helped to remove that anxiety by giving soccer fans a compelling reason to sign a donation card: the ability to become “immortal fans” of their favorite soccer club, keeping their passion alive.
Organ donor cards were distributed to fans of Sport Club Recife at the stadium, through a Facebook app or through the mail. The integrated campaign featured real patients on transplant waiting lists promising to be loyal fans, thus giving people a real connection and reason to donate. Having their hearts continue to beat for Sport Club Recife is a concept that hits close to home for many ardent fans. As one says in the case study video, “First God, second Sport Club Recife, third family, fourth work.”
By getting Sport Club Recife fans to feel they are helping their team by signing a donation card, the campaign succeeded in making people more at ease and even excited about becoming a donor. So much so that more than 51,000 organ donor cards have been distributed to date, and organ donations increased by 54 percent in one year.