Organ Donor Register: When it is better to receive than to give
Principal Author: Ila De Mello Kamath, AMV BBDOContributing Author: Bridget Angear, AMV BBDO
Executive summary
Our task was to increase the number of registrations on the Organ Donor Register (ODR) from 16 million to 25 million by 2013, in three years. Specifically, to generate 37,600 registrations in the first five weeks.1 An extremely tough challenge, because not only did our campaign have to be eight times more effective than other health campaigns,2but we had to get people to confront the idea...