In India, organ donation is considered to be inauspicious. People believe that after death, the body along with all its organs should experience the rituals of cremation and burial. It ensures the spirit is set free and is at peace.
But Indians also believe in rebirth and consider it to be holy. So to highlight this concept, Dentsu Impact, the Gurgaon based agency created a print campaign using visuals of grown men and women in fetal position inside a womb. The campaign showcased that by donating their organs, people could save lives, and more importantly, they could live in each of those lives and be reborn.
Print advertisement created by Dentsu, India for MFJCF, within the category: Public Interest, NGO.