6: SOUND (Radio advertising (any length))
A DAY IN THE LIFE OF STEVEN LACKEY - Donate Life California
|Title of Entry:||A DAY IN THE LIFE OF STEVEN LACKEY|
|Brand:||Donate Life California|
|Client:||Donate Life California|
|Entrant Company:||Casanova McCann|
|Creative Agency:||Casanova McCann|
|Duration of Entry:||60|
|Production Company:||Raya Producciones, Buenos Aires|
|Sector:||PUBLIC & SOCIAL|
|Creative Director:||Fernando Poblete, Marco Muñoz|
|Copywriter:||Christian Mondragon / Kristen Scharf / Fernando Poblete|
|Chief Creative Officer:||Elias Weinstock|
|Date of Release:||2019-04-01|
|Notes:||While 95 percent of Americans support organ donation, only 53 percent are registered. There are 120,000 Americans currently on a donor waiting list.
Our strategy for the radio campaign focused on the lesser-known fact that one person can save up to eight lives through organ donation, restore sight to two people through cornea donation, and heal up to 75 people through tissue donation. We created stories that take the listener through a day in the life of a person. As we hear what she does, her story begins to feel strange and contradictory.
She is in completely different places in short periods of time. She appears to be an adult, a kid, and a man – all at the same time. Finally, we reveal that the main character was an organ donor and she has been living different lives through different organ recipients’ stories. During the month of the campaign, there was a 14% increase in registrations on the State of California’s official organ donor registry.
|Sound Studio:||Tono Studios, Costa Mesa|
|Other Credits:||Agency CEO: Ingrid Otero Smart|
|Other Credits:||Associate Creative Director:Francisco Rojas|
|Other Credits:||Voice-Over: Fernando Morgant|