Army men disabled in war pledge to donate organs, set example in Fortis ad

Conceptualised by Leo Burnett, the campaign #MoreToGive tries to prick the viewer's conscience by showing war veterans pledging their organs without any hesitation

BestMediaInfo Bureau | Mumbai | November 29, 2016

Click on the Image to watch the TVC.

Super speciality hospital chain Fortis Healthcare has pledged to champion the cause of organ donation. The healthcare brand, over the course of time, realised that while Indians believe in generosity and giving, they have a lot of negative perceptions and lack awareness when it comes to organ donation. To support the cause, the hospital chain has unveiled a new campaign '#MoreToGive'. The initiative has been conceptualised and created by Leo Burnett India. In its newest phase, a film featuring war veterans went live on November 26.

The initiative pricks the viewer's conscience, and aims to jolt him into registering for organ donation.

Gaurav Dudeja

Gaurav Dudeja, Head of Marketing, Fortis Healthcare, said, “Fortis was set up with the higher purpose of saving and enriching lives, and upholding that purpose is an ongoing journey for us. It therefore puts a moral responsibility on us to bring about a change in the organ donation culture in India. There are five lakh people who die every year for want of an organ, and we have a mere 0.34 donors per million people. This number needs to change. We are committed to driving this change at an organisational level, not just over a year or two but over a long period of time. We believe that change like this can only be made possible by a hard-hitting and powerful dig at people's conscience.”

Commenting on the objective of the film, Dudeja said, “We must provoke them into questioning what's stopping them from doing an act as noble as pledging their organs. And that took us to the idea of 'More to give', wherein Indian Army's disabled war veterans, who have lost their limbs in the service of the nation, are taking the pledge to be organ donors, and showing us that they have 'More to give'. I'm sure this will stop people in their ranks and make them wonder – what's stopping us?”

The reluctance and insensitivity to donate organs have resulted in some very disappointing statistics: India just has 0.34 donors per million Indians. Other countries, especially in the West, have an average of 30 donors per million, if one needs to put this challenge in perspective. The gap between where we are and where we need to be is extremely wide.

RajDeepak Das

RajDeepak Das, Chief Creative Officer, Leo Burnett, South Asia, said, “An acute organ crisis in a country of over a billion people just doesn't add up at all. We, and Fortis, saw an opportunity to step in and make Indians aware of how it takes just a few people to inspire millions of people, who in turn will inspire millions. Army men and war veterans are looked at as the pinnacle of sacrifice in our country; we really don't have an excuse not to pledge our organs, if they can, despite having done so much already. I am glad that we could partner Fortis in this vital cause.”

The digital film has shots of people who have been waiting in hospitals in hope of finding organ donors. Then the ad film has close up shots of army men posing for the camera. The camera shot widens and shows how these warmen are disabled and yet ready to donate their organs. The film towards the end asks the question that if they can still donate after being disabled then why can't others do.

The film will be featured across digital channels like YouTube, Facebook and other social media touchpoints. Apart from online, the campaign has an extremely strong on-ground activation strategy that helps drives on-the-spot registrations.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/11/Fortis-ad.jpg

Credits:

Chief Executive Officer, South Asia: Saurabh Varma

Chief Creative Officer, South Asia: RajDeepak Das

Business Head: Ravpreet Ganesh

Creative Team: Kevin Lobo, Deepak Jage, Avinash Chauhan, Shahid Hussain, Ravjot Singh, VivekUnnikrishnan

Account Management: Sakshi Chawla

Exposure: Digital

Info@BestMediaInfo.com

Info@BestMediaInfo.com