Execution
While there are many reasons people don’t pledge to donate their organs, we decided to leverage an insight that’s common across strata in India – impatience. Almost all of us can’t wait for the simplest of things, be it for our meals at a restaurant, waiting in a queue, for the signal to turn green, for an online delivery to arrive, and so on. Armed with this insight, we decided to flip the script and urge people to think about how it’d feel waiting for something like an organ that would save a life. A short, simple video with Rahul Bose as our voice of reason helped kicked things off, there was a microsite on the Edelweiss site that provided relevant literature educating people and debunking myths surrounding organ donation, with similar content promoted across social media. The entire campaign was further validated by the partnership MOHAN Foundation, an established and renowed NGO with the sole aim of improving organ donation awareness in India.
Results
~1,13,000 pledges in the span of 4 weeks, with ~55,000 pledges in a single day that set a Guinness World Record for the most number of pledges in a single day.
