BC Transplant
PROJECT: CAMPAIGN, PRINT, ANIMATION, SOCIAL
Every April, BC Transplant launches an awareness campaign geared toward increasing the number of registered organ donors in British Columbia. They hired us in 2019 to put a positive new spin on their old creative. Our goal was to conceptualize and execute a creative campaign that was as interesting and engaging as it was educational. Most importantly, we set out to share an important message: Registering to become an organ donor is easy.
What We did:
- Campaign theme ideation
- Transit creative
- Animated shorts
- Poster designs
- Social posts
- Button designs
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We conceptualized a meme-inspired theme rooted in ease: “Take two minutes”.
We designed a series of posters, transit ads, animated shorts, and social posts, all of which conveyed that it takes merely two minutes to register as an organ donor and potentially save a life. To demonstrate ease of registration visually, we created a simple meme-like series of charts and graphs that cheekily compared the time it takes to register as an organ donor to other day-to-day tasks and good deeds like brushing your teeth or tying your shoes.
We wrapped the campaign in an easy-to-remember hashtag—#taketwominutes—and had BC Transplant set up the URL taketwominutes.ca which redirected to the organ donor registration page. That's it. Easy.
We were honoured to work with BC Transplant again in 2020 to add more creative assets to the campaign, which had proved its longevity. This time we incorporated a myth-busting component showing that anybody, young or old, can become a donor. We also illustrated a bright, playful set of buttons that organ donors, receivers, and their families could wear with pride.