Agency Network: 
September 2014


Digital advertisement created by Imago, Croatia for Croatian Transplant Association, within the category: Public Interest, NGO.

Advertising Agency: IMAGO, Zagreb, Croatia
Creative Director: Igor Mladinovic
Art Director: Darko Bosnar
Copywriters: Darko Bosnar, Domagoj Delic
Media manager: Hrvoje Hrvatin
Account: Petra Brandt
Account director: Vanja Runje
Video: Cimpy
Additional credits: Davor Runje&Danijel Milisic - DRAP
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damnson's picture

I guess it worked.

Activity Score 11375
Copywriter |

An axe murderer of ads.

kleenex's picture

Did it increase organ donations??

Activity Score 57557
Web Designer/Developer
D_arko's picture

Hi Kleenex,
thank you for your question...

The primary goal in this campaing was showing CONSENT with organ donation. It's because according to the law of Croatia every citizen automatically becomes an organ donor after their death. However, the common medical practice is to ask close family members for consent to use the organs. Therefore it is important to show our CONSENT to organ donation to our closest WHILE WE ARE ALIVE. So we decided to inform as many people in Croatia as possible about the importance of expressing their opinion and to give them the opportunity to show their consent in the most appropriate way.
And the results was fantastic... we included most relevant national media, our campaign reached more than 60% of Croatian full age population (Reach by print media: 26,4% total population, Reach by TV media: 41,5% total population, Reach by Online media: 50% online population - SOURCE: Ipsos and AGB Nielsen data). Thousands of people changed their profile name on Facebook that day and show their consent with organ donation
But in the end it was not only about showing the consent – according to EUROTRANSPLANT data from 05.03.2015. (one of the biggest organization for organ donation and transplantation in the world) small country like Croatia today has one of the highest rates of organ transplantation in the world. I hope I answered your question :-)


Activity Score 392
Creative Director at _ |

Innovation & Art Director

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