ABTO (Brazilian Association of Organ Transplantation): Bentley burial

This case study describes how ABTO (Brazilian Association of Organ Transplantation) set about increasing organ donations and reversing the negative feelings surrounding the issue.

ABTO (Brazilian Association of Organ Transplantation): Bentley burial

Leo Burnett Tailor Made

What were the objectives for the creative work?

Organ donations are still a taboo for many people in Brazil, and due to this, the discussion never goes ahead. This behavior worsens an already critical scenario in Brazil that besides occupying the thirtieth in the world ranking of organ donations, had a stared down of 6% in the first half of 2013, compared to the same period in 2012. That is when we realized that we had to increase donations to bring this subject up, causing people to talk...

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