To create a sense urgency and momentum for organ donation we invented the 'Donorweek'. An annual event with the goal to have as many organ donors registred as possible, centering around the question: do you want to become a donor, too? Yes or no?
To turn the Donorweek into a current event for maximal free publicity, celebrities kicked off the campaign with an online telethon, broadcasted live on the largest news websites of the Netherlands.
This also brought registration closer to the target audience. The donor form is embedded on YouTube, Facebook, MSN, NU.nl and various newspaper websites, so users can fill them out directly next to the livestream.
Over the years, the 'Donorweeks' have resulted in hundred thousands of new donor registrations. The percentage of people who register Yes (instead of a No) peak towards 90% during the campaign, whereas the average remained around 60% before the start of the campaign. The Donorweek was awarded with an Effie, Esprix, AMMA and even a Guinness World Record.
People are more likely to engage in prosocial behaviour through the example of others around them. By publishing a national ranking of Dutch towns and cities with the highest and lowest percentages of organ donors, donor registration became a topic of discussion in local media and communities.
The Donor Ranking campaign encourages people to look up their towns on an interactive map, compare and share their donor density with those of neighbouring towns. Or put themselves on the map as an organ donor to set a good example.
Over €1 million in free publicity and ten thousands of new donor registrations. The campaign encouraged communuties across the country. Higher ranked towns felt validated and grew their donor density even further. For those who lagged behind, organ donation became a topic of discussion. The awareness helped them climb the Donor Ranking as well.
KesselsKramer were certain that Spotify would prove a suitable channel to recruit new organ donor registrations. To create a relevant campaign, it had to match three criteria:
Spotify users love music; so they tend to be annoyed by the ads that interrupt their listening experience; and the campaign needed a segue into ‘Yes or No’, the question organ donation revolves around.
In the summer of 2000, Dutch-Colombian singer Jody Bernal topped the charts with ‘Que si, que no’ (‘Yes or No’) for 14 consecutive weeks. The entire country had heard the song so often it effortlessly worked on their nerves.
Therefore, Jody pledged to interrupt Spotify playlists across the country with ‘Que si, que no’ every half hour until 3000 listeners had signed up as organ donors through an embedded form in a Spotify lightbox.
It took Jody only half the campaign period to reach his goal, thanks to an unexpected high amount of free publicity on primetime television, radio shows, newspapers and Jody trending on Twitter. After a week, one of Holland’s largest newspapers even ran the headline: “Jody finally quits singing.”