Brazilian Association of Organ Transplants: Bentley Burial
Campaign details
Brand Owner: Brazilian Association of Organ TransplantsAgency: Leo Burnett Tailor MadeBrand: Brazilian Association of Organ TransplantsCountry: BrazilIndustry: Government & Non-ProfitChannels Used: Live Event, PR, viral, word-of-mouth
Executive Summary
The Brazilian Association of Organ Transplants, a not-for-profit organisation, was finding it difficult to reach potential donors. So it decided to launch a stunt featuring a Brazilian billionaire, a US$500,000 car and a lot of social media outrage. Post-campaign, organ donations increased by 31.5% in a month.
Campaign background
Our client faced...