To kick off the 2009 organ donation drive, we will be creating a living, breathing representation of the organ transplant waiting list on a billboard in Columbia, S.C. The creative execution is based around a simple national statistic:
Every 11 minutes another person is added to the organ transplant waiting list.
To illustrate this fact, we will be adding the names of people on the transplant waiting list to a billboard in Columbia, S.C. On January 14th, a man on the outdoor board will physically add one real name to the billboard in 11-minute increments to draw attention to the startling statistic, as well as create a sense of urgency to encourage people to become registered organ and tissue donors. After the board is filled with names, we will replace the list with another vinyl indicating the statistic and where to register.
This outdoor execution is just a small part of a larger integrated campaign we’re producing that includes television, radio, print, additional outdoor, guerilla and a microsite. We’ve also partnered with the SCDMV to brand the organ donation symbol that will appear on driver’s licenses.
Stay tuned. We’ll post pictures of the Living Billboard once it goes up. Keep your fingers crossed. We’re hoping local news outlets will pick up the story to get the word out there even more.
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