Adi Israel’s Transplant Center / The Story Continues
Adi – an org that promotes organ donations, is struggling in its mission to collect donors. While people in Israel adapted Facebook and Instagram, Adi were left behind in recent years – all of their main campaigns are on print or PR on news channels. So how could they reach a new audience on social media?
According to Judaism belief – ’whoever saves one life saves the world
entire’. When Adi donors pass on, they don’t only save one life, but
other 5 people on average*.Social media is where we celebrate life, post about our friends and family and share passions. We validate others through checking their
social presence, seeing who they are and how they live through what they post.
Inspired by culture,
backed by social behaviour
Can we save lives
by using the tagging
feature on Instagram?
We used IG Tagging on images to create a meaningful journey: we connected heroic organ donors with all transplanters who are alive thanks to their decision to donate. Users could navigate between profiles to explore the donor’s tale as well as the stories of those they helped save. Thus sending a positive and uplifting message about the power of organ donations.
Mini-Docs on Stories
On both the transplantee account and on paid ads on Instagram feed/stories/IGTV, people could watch mini-documentaries that show the connection between the organ donor and the transplantee. All the people in the films are real donors, transplantees and family members.
Creative Decision Making
Carousel in Stories
We wanted to resemble in the script the way life ends up abruptly. By choosing carousel in stories as a placement, we were able to treat each '15 story as an independent script/story, plan emotional cuts and jump in time.
Visual Theme
We worked with $0 budget and with limited, low-quality archival materials. For that reason, we crafted a retro-like look & feel which make flaws in the images and footages acceptable and more native to the platform.
Results
+4K
Sign-ups for organ donation
(Goal: 3K)
+28PT
Ad Recall
(+20PT better than EMEA norm)
+4.7PT
Action Intent
(+3PT better than EMEA norm)
‘The Story Continues’ project was LIKED by the official account of Instagram that show their support in this Instagram-first creative idea. The stories were also published in the back cover of Israel’s biggest newspaper, with all big TV channels, online news websites and radio stations following up on the project. Countless influencers shared the AR filter to show solidarity. But the biggest thing was to see the family of Yair and the transplantee meeting for the first time.
The team behind the work
Agency: FCB, Creative Shop
Post Production: Greenhouse Production
Director: Ishay Karni
Editing: Zoa Films
Media agency: Maxi Media