14 Sep 11

Scottish Government - Organ Donation

Over 700 people are currently on the transplant list, with almost 100 dying each year whilst awaiting a viable donor.

Background
We needed to increase the numbers of potential donors - fast.

How MediaCom made a difference
Research showed 90% of adults were in favour of donating, but only 23% were currently on the register. They didn’t understand the urgency of the need – we needed to re-educate them. We created a “spine” of emotionally rich, editorial content that ran on TV and online through an exclusive partnership deal with STV and supported this with hard-hitting direct response advertising. This “spine” took the form of 5 specially commissioned 1 minute programmes, which ran within the Five Thirty show on STV. In addition the show ran spotlight features on the issue and hosted editorial features and the 1 minute programmes on their website. Each programme was immediately followed by a hard-hitting 40” ad guaranteed to run first in break.

Results
The results prove the successful evolution of ‘Live Media’ as a long term strategy, inspiring the Scottish public to join the register in large numbers by creating a powerful emotional context for a powerful call to action.

“MediaCom developed a long term strategy in ‘Live Media’ that guided the campaign development across the last three years. Strategy combined with in depth evaluation enabled us to gain greater investment fuelled by each year’s success. This has resulted in a real and significant uplift in the number of Scots on the Organ Donor register which we hope to grow year on year. We see MediaCom as instrumental in this process.” Karen Jones, Senior Marketing Manager, Scottish Government.

Please click on the link on the right hand side of this page for the full case study.