Organ Donation: When it’s better to receive than to give

This case demonstrates how planning's search for the right insight led to the realisation that the wrong question about organ donation was being asked.

Organ Donation: When it's better to receive than to give

Bridget AngearAbbott Mead Vickers BBDO

SUMMARY

This is a story about how planning’s search for the right insight lead to the realisation that we had been asking the wrong question about organ donation all along. By flipping how we approached the problem, we unlocked an insight that lead to a powerful creative idea and results that will save lives.

Our challenge to create the first ever campaign in the UK to increase the number of registrations on the Organ Donor Register (ODR) was tough because not only was there...

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