Organ Donation Day awareness campaigns by SoCheers
On World Organ Donation Day , Lupin Pharmaceuticals’ #LiveBeyondLife campaign & Mohan Foundation’s #LeaveYourLegacy campaign by SoCheers emphasizes the importance of donating one's organs after death which can be used to save the lives of many. The concept of organ donation is not a topic that can be heard very often amidst a gathering of people.
The campaign with Lupin, a multinational pharmaceutical company, #LiveBeyondLife aims to bring not only more awareness but create a space for more willing interactions & conversations about organ donation in India. The campaign plays with the concept of “Deadline Extended” which is a common phrase used especially in workplaces. In the campaign, the phrase is used in the context of donating organs thus extending their deadline even after the donor has passed away. The campaign also urges people to share a “part” (organ) of themselves so that the ones who are in need of an organ can experience life to the fullest.
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Elucidating more on the campaign, Ankita Kulkarni, Group Account Manager, Brand Strategy at SoCheers said, “Organ donation is not a topic that you’ll see active on the mind of the younger generation very often, maybe because it is communicated and as a result seen as very serious. The idea here is to make the communication more palatable for a wider audience, one that’s willing to actively participate and bring about a visible change. Deadline extended is so urban workforce colloquial, but we move it out of context and talk about how one can extend the literal deadlines for their organs, if not themselves.”
SoCheers did another campaign on Organ Donation Day with Mohan Foundation, a non-profit organisation in Chennai working towards the cause of saving lives through organ donation. The campaign is a series of wordplay and visuals of eyes, limb, skin, heart - organs that can be donated. In doing so, one can leave their legacy after they pass away, a sentiment expressed via the hashtag #LeaveYourLegacy.
Talking about the campaign Pallavi Kumar, Director at Mohan Foundation said, “Creating messaging which is relatively lighthearted and quirky takes away from the dread associated with organ donation. This kind of contemporary creative treatment especially appeals to the younger generation who can be important ambassadors for the cause.”
Shivani Mehta, Group Account Manager, Content at SoCheers added, “Topics can be serious in nature. But, there is always a way to explain such subjects in an easy way. With the #LeaveYourLegacy campaign, we tried to do the same, by touching upon popular lingual phrases and asking people to take action and pledge their organs for donation.”