Promise to donate
ABTO/ branded content
We challenged the election candidates to make the easiest promise of their lives.
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The Brazilian Association of Organ Donations needed a campaign to raise awareness
of the importance of declaring yourself an organ donor.
To be an organ donor in Brazil is easy, you just need to tell your family.
So easy that the idea was to transform this into a promise and leverage the election moment to invite
all candidates to make this easy promise. Perfect for Brazilian politicians: just one word and it’s done.
The campaign was launched during National Organ Donor Week, two weeks before the elections,
with the support of the most famous Brazilian talk show.
People could access a website to check which politicians had promised
and to send messages pressuring others to make their promises.
In the end, not only politicians supported the cause but many personalities,
through their social channels and live on TV shows.
_
The Brazilian Association of Organ Donations needed a campaign to raise awareness
of the importance of declaring yourself an organ donor.
To be an organ donor in Brazil is easy, you just need to tell your family.
So easy that the idea was to transform this into a promise and leverage the election moment to invite
all candidates to make this easy promise. Perfect for Brazilian politicians: just one word and it’s done.
The campaign was launched during National Organ Donor Week, two weeks before the elections,
with the support of the most famous Brazilian talk show.
People could access a website to check which politicians had promised
and to send messages pressuring others to make their promises.
In the end, not only politicians supported the cause but many personalities,
through their social channels and live on TV shows.
