Organ Donor Foundation: #GetMeto21

Emily Rule and Inge Prins

This case study describes how The Organ Donor Foundation (ODF) in South Africa launched a campaign that dramatically increased the number of registered organ donors.

Organ Donor Foundation: #GetMeto21

Emily Rule and Inge Prins

Lead Agency: Mullen Lowe

Executive Summary

Introduction

The Organ Donor Foundation's "Get me to 21" campaign, had absolutely nothing to do with profit generation or sales volume. It focused on something far more important. Life.

Business Context

With the decline in corporate social investment caused by the 2009 economic crisis, the Organ Donor Foundation has had to shift its focus towards securing consistent monthly incomefrom their existing database of organ donors, to stay operational. This meant that in 2014 they had to move away from their central goal of...

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