Campanie
JM
The TV news shows market is no stranger to social campaigns. Some of them are one offs, others have lots of episodes, some are internationally acclaimed for their size and importance as a cultural shift. (for example, the Observator campaign – Lost Generation, recently awarded at the New York Festivals).
One thing that is usually missing from TV social campaigns is some sort of finality for the viewer , the actionable point. Moreover, the need to communicate beyond TV borders is becoming more pronounced on the market.
Certainly the most succesful social TV campaign in Romania, in terms of communication, is The RGB News, that Observator and Geometry Global created in 2014, and has already raised dozens of international awards.
In Romania, each year, more than 150 donors are brain dead to 3,500 patients in need. The Observator- Antena 1 team entered the lives of six people who were, some of them, in need for a transplant. They filmed them every day for almost a year, which is huge for a TvV media project. At home, on hospital hallways, on the bed in the ward, when they were sick, before and after the transplant, with their family alongside, alone, with the doctor at their bedside, clled to the hospital and finding their doctors left meanwhile for the holidays, eating, reading, falling asleep , at their funeral or coming back to life after transplant, at the train station, on the road, on the operating table...
With the materials almost ready and the huge load of stories, the Observator team needed a campaign to put together this endeavor, to conclude the thousands of hours of filming and to transmit a powerful idea in a simple way.
The brief was simple for us- to make the ones at home part of the story.
Like any social TV campaign, the stakewas raising awareness for the issue and stimulating a symbolic action to support the cause. Mainly we were not trying to encourage people to donate, that had been done before and it is understood now. We wanted to draw attention to the shortcomings of the system, specifically to encourage bringing specialists, to resume transplants that haven’t been done for a long time in Romania (for example, lung transplant), create transplant centers and regional collection centers and redeploy centres that only exist on paper.
One thing that is usually missing from TV social campaigns is some sort of finality for the viewer , the actionable point. Moreover, the need to communicate beyond TV borders is becoming more pronounced on the market.
Certainly the most succesful social TV campaign in Romania, in terms of communication, is The RGB News, that Observator and Geometry Global created in 2014, and has already raised dozens of international awards.
In Romania, each year, more than 150 donors are brain dead to 3,500 patients in need. The Observator- Antena 1 team entered the lives of six people who were, some of them, in need for a transplant. They filmed them every day for almost a year, which is huge for a TvV media project. At home, on hospital hallways, on the bed in the ward, when they were sick, before and after the transplant, with their family alongside, alone, with the doctor at their bedside, clled to the hospital and finding their doctors left meanwhile for the holidays, eating, reading, falling asleep , at their funeral or coming back to life after transplant, at the train station, on the road, on the operating table...
With the materials almost ready and the huge load of stories, the Observator team needed a campaign to put together this endeavor, to conclude the thousands of hours of filming and to transmit a powerful idea in a simple way.
The brief was simple for us- to make the ones at home part of the story.
Like any social TV campaign, the stakewas raising awareness for the issue and stimulating a symbolic action to support the cause. Mainly we were not trying to encourage people to donate, that had been done before and it is understood now. We wanted to draw attention to the shortcomings of the system, specifically to encourage bringing specialists, to resume transplants that haven’t been done for a long time in Romania (for example, lung transplant), create transplant centers and regional collection centers and redeploy centres that only exist on paper.
General Information:
Strategy:
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Because Observator is one of the most watched television programs in Romania on a generalist TV channel, the target is also extremely vast. We talk to people of all ages and social statuses in cities and in rural areas, people who are involved in the phenomenon more or even not at all. We had to find different forms through which the message to reach simple, clear and native to each of those people. And the action, the purpose we proposed to them through the campaign, to be easy to access and interesting for each of them. The Invisible People campaign was born naturally, because the creative team entered the story and assumed it entirely. The campaign is not about to supporting organ donation, but rather about the revolt you feel when you realize that your desire is not met, whether that means you want to be a donor, you want to donate when you are a caregiver, or you or a close one need a transplant. When what you do means nothing, when your power of decision is 0, it's like you don;t exist. You're practically invisible. You signing is pointless because it does not matter anyway. So we said – the presenters of Observator are also invisible. And that urged viewers to sign the petition. Signature for life. As people gathered to support our cause, the presenters became visible again. In each environment, we addressed the issue in a completely different manner, acting native on the channels that allowed that. We turned the TV presenters invisible and we gradually brought them to light, as signatures were coming in real time. We asked for signatures on the web and in exchange we offered a picture with the personalized campaign visual, made of signatures, with the name of the new signatory embbeded. On Facebook we offered personalized messages from endorsers who made their profile pictures from Signatures for life. For mobile, we created the native application Signature for life, that lets you sign the petition through a selfie. Once you took this selfie, you get your portrait made from signatures, exactly like in the campain KV. |
Execution:
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