THE ORGAN WAITING LINE

Organ and tissue donations dropped by 26% during the Covid-19 pandemic, and families refusing to donate increased by nearly 50%. If people waiting for an organ faced a grim situation before, the pandemic has made it even worse: there are 50,000 people waiting for a transplant, and the average wait in line is as much as five years. In this alarming scenario, ABTO (the Brazilian Association of Organ Transplantation) has launched the campaign " THE ORGAN WAITING LINE," created by Leo Burnett Tailor Made.

With the goal of fostering connections among people and promoting empathy for the drama of those waiting in line, the campaign begins with statements from three people who are waiting for organs: José, Maria, and Wilson. Their distressing stories, recounted in literary form, are written in typographies created especially for the campaign.

Each person inspired a specific typography, with each letter being used to write their story and convey the anxiety of being in a never-ending line (the art direction makes reference to lines that go round and round).

Each letter was hand-drawn, and their lines are based on the body movements of one specific person - José, Maria, or Wilson. The letters represent different moments in life for these people as they have waited in line, and tell their stories as they move toward the head of the line to receive the life-saving organ.

The project was launched with ads on specialized publications, mass media, and social networks, creating engagement, helping drive people's awareness to those waiting to receive an organ in Brazil, and inviting everyone to reflect on the issue.