2019 / Cannes Lions / Silver / Health
2019 / Cannes Lions / Silver / Entertainment
2019 / Cannes Lions / Bronze / Media
Peru has the lowest number of organ donors in Latin America.
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 Soap Operas have the highest audience levels in the region.
So we decided to take advantage of this context to show people about the importance of being a donor with an action never before done.
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.
Approximately 8.5 million women were reached by this action.
The campaign get more than 5 millions in free media.
In just a week, the numbers of organ donors in the country increased in 200%
The conversation became one of the main topics in the country.
And in just few days, the campaign managed to save the lives of eleven patients.