Mumbai: Leading super speciality hospital chain Fortis Healthcare has pledged itself to champion the cause of organ donation. The healthcarebrand, over the course of time realized that while Indians as a culture are all about generosity and giving, they tend to battle a lot of negative perceptions and a general lack of awareness when it comes to organ donation. This reluctance and insensitivity has resulted in some very disappointing statistics: India just has a 0.34 donors per million Indians. Other countries, especially in the West, have an average of 30 donors per million, if one needs to put this challenge in perspective. The gap between where we are and where we need to be is extremely wide!
Fortis Healthcare saw an opportunity to make a positive difference to the wellbeing of the nation and spread much-needed awareness, unveiling a new campaign ‘#MoreToGive’.The initiative has been conceptualized and created by Leo Burnett India. In its newest phase, a film featuring war veterans will go live on November 26, 2016.
Elaborating on Fortis Healthcare’s pledge to the Organ Donation cause, Gaurav Dudeja, Head of Marketing said, “Fortis was set up with the higher purpose of saving and enriching lives, and upholding that purpose is an ongoing journey for us. It therefore puts a moral responsibility on us to bring about a change in the Organ Donation culture in India. There are 5 lakh people who die every year for want of an organ, and we have a mere 0.34 donors per million people. This number needs to change. And we are committed to driving this change, at an organizational level. Not just over a year or two, but over a long period of time. We believe that change like this can only be made possible by a hard-hitting and powerful dig at people’s conscience.”
“We must provoke them into questioning what’s stopping them from doing an act as noble as pledging their organs. And that took us to the idea of ‘More to Give’, wherein Indian Army’s disabled war veterans, who have lost their limbs in the service of the nation are taking the pledge to be Organ Donors, and showing us that they have More to Give. I’m sure this will stop people in their ranks and make them wonder – what’s stopping us?” he added, about the objective behind the film.
The initiative pricks the viewer’s conscience, and aims to jolt him into registering for organ donation. Watch the film here:
Speaking about the idea behind the campaign, RajDeepak Das, Chief Creative Officer, Leo Burnett, South Asia said, “An acute organ crisis in a country of over a billion people just doesn’t add up at all. We, and Fortis, saw an opportunity to step in and make Indians aware of how it takes just a few people to inspire millions of people, who in turn will inspire millions. Army men and war veterans are looked at as the pinnacle of sacrifice in our country; we really don’t have an excuse not to pledge our organs, if they can despite having done so much already. I am glad that we could partner Fortis in this vital cause.”
The film will be featured across digital channels like YouTube, Facebook and other social media touchpoints. Apart from online, the campaign has an extremely strong on-ground activation strategy that helps drives on-the-spot registrations.
Chief Executive Officer, South Asia: Saurabh Varma
Chief Creative Officer, South Asia: RajDeepak Das
Business Head: Ravpreet Ganesh
Creative Team: Kevin Lobo, Deepak Jage, Avinash Chauhan, Shahid Hussain, Ravjot Singh, VivekUnnikrishnan
Account Management: Sakshi Chawla