The Life Saving Soap Operas
By Circus Grey - Lima
For Peruvian Ministry of Health Brand Peruvian Ministry of Health
Highly Commended in category Health & Wellness
In subcategory Non-Profit-Traditional
Project Description
Peru, has the lowest number of organ donors in Latin America.
Just 1.6 donors per every million people.
Peruvians don´t really know the importance of organ donation.
People doesn't understand the value of a donation and in general, they don´t care about the people they don´t know.
How do we show people the importance of organ donation and how it works?
A difficult task in a country with many sick people waiting for a donation that never comes.
The goal was simple, increase the number of donors in the country.
As well as the numbers are very low in the donation of organs.
The Peruvian TV series have some of the highest audience levels in the whole region.
Another important fact was that we realized that when a character die in a TV Series, it becomes national news with coverage in the news and in the media.
So, we decided to take advantage of this context to demonstrate people about the importance of being a donor with an action never before done.
Just 1.6 donors per every million people.
Peruvians don´t really know the importance of organ donation.
People doesn't understand the value of a donation and in general, they don´t care about the people they don´t know.
How do we show people the importance of organ donation and how it works?
A difficult task in a country with many sick people waiting for a donation that never comes.
The goal was simple, increase the number of donors in the country.
As well as the numbers are very low in the donation of organs.
The Peruvian TV series have some of the highest audience levels in the whole region.
Another important fact was that we realized that when a character die in a TV Series, it becomes national news with coverage in the news and in the media.
So, we decided to take advantage of this context to demonstrate people about the importance of being a donor with an action never before done.
Agency Solution
The idea was simple.
An organ donation between the characters from two totally different series.
The two series with the largest audiences in the country.
Yair, one of the leading characters of the series "Ojitos Hechiceros 2" died and donated his kidney to Lorenzo, the main character of "Señores Papis" saving his life.
A Pop Culture Crossover that starts in fiction to save the lives of thousands of people in reality.
The execution was quite complicated.
First, we changed the scripts of both series.
We had to take advantage of the context of the series were a character was about to die.
Then the episode was launched. The character of the first series die and in then we revealed that the deceased was a donor.
Once launched, we waited until people were totally desperate to know who the organ would be for.
At that time in a totally different series where a character was seriously ill, the organ of the character in the other series saved his life.
With only two chapters launched, the news became giant in the whole country.
The conversation quickly began throughout the entire country.
And the Ministry of Health Call Center started to receive thousands of phone calls from people that wanted to become organ donors.
An organ donation between the characters from two totally different series.
The two series with the largest audiences in the country.
Yair, one of the leading characters of the series "Ojitos Hechiceros 2" died and donated his kidney to Lorenzo, the main character of "Señores Papis" saving his life.
A Pop Culture Crossover that starts in fiction to save the lives of thousands of people in reality.
The execution was quite complicated.
First, we changed the scripts of both series.
We had to take advantage of the context of the series were a character was about to die.
Then the episode was launched. The character of the first series die and in then we revealed that the deceased was a donor.
Once launched, we waited until people were totally desperate to know who the organ would be for.
At that time in a totally different series where a character was seriously ill, the organ of the character in the other series saved his life.
With only two chapters launched, the news became giant in the whole country.
The conversation quickly began throughout the entire country.
And the Ministry of Health Call Center started to receive thousands of phone calls from people that wanted to become organ donors.