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Human organs become Fabergé eggs in Brazilian donation drive

McCann Health hashelped push an organ donation drive in Brazil by likening Organs such as the heart, kidney and eyes to exquisite Fabergé eggs.

Embracing the concept of ‘who will inherit your greatest wealth’, the print ad campaign for Moinhos de Vento Hospital seeks to improve donation rates by equating precious organs to expensive jewelery.

This follows statistics produced by the Brazilian Association of Organ Transplants which found that only one in every eight potential organ donors actually ends up donating their organs.

Bruno Abner, McCann Health Brazil creative director, said: “The campaign seeks to promote organ donations through the most basic question: what you will leave as a heritage? What you truly have of most precious?”

Reproduced in selected Brazilian magazines the campaign conveys the priceless nature of critical organs for those people currently on the waiting list to receive one.

This approach contrasts with the often harrowing depiction of patients reliant on machinery to live used to push others into donating.

: McCann Health 'Who will inherit your greatest wealth'

Client: McCann Health
Date: April 2018
McCann Health have been enlisted to help push an organ donation drive in Brazil by likening organs such as the heart, kidney and eye to exquisite Faberge eggs.
Agency: McCann Health Brasil 
Creative director: Bruno Abner Rebelo
Art directors: Thiago Silva and Daniel Machado
Designer: Marcelo Segovia
Copy-writers: Monica Tritone and Nando Franchim
Client service: Ricardo Takahashi
Planning director: Fernanda Galvão
Media planning: Adriano Botter and Allan Gomes
Illustration: Lightfarm Brasil
Client approval: Mohamed Parrini, Marga Acioli and Débora Elmo
Tags: Brazil

This post first appeared on How To Organize Small Kitchen, please read the originial post: here

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Human organs become Fabergé eggs in Brazilian donation drive


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