The 'Immortal Fan' Campaign Promises to Transplant Fan Spirit
Alexander Lam — July 4, 2013 — Marketing
References: sportrecife.br & adsoftheworld
A campaign called 'Immortal Fans' from Sport Club do Recife helped increase organ donations in Brazil by drawing on fan loyalty. Using Immortal Fan cards, the club enabled generous fans to live on forever by donating their organs. The campaign informed Brazilians who are passionate about the Sport Club do Recife that donating their organs would mean passing on their love of the team.
In order to pass the inspiring message along, a commercial was made with pledges from real people desperate for a transplant. People in need of organs pledged to continue to support the sports club using the gift of an organ.
The organ campaign managed to increase organ donations by 54 percent in just one year.
In order to pass the inspiring message along, a commercial was made with pledges from real people desperate for a transplant. People in need of organs pledged to continue to support the sports club using the gift of an organ.
The organ campaign managed to increase organ donations by 54 percent in just one year.
Trend Themes
1. Fan Loyalty-driven Campaigns - Opportunity for brands to leverage passionate fan bases for social good and increase brand loyalty through donor campaigns.
2. Personalized Donor Appeals - An opportunity for donor campaigns to use personal appeals and stories to drive up donations.
3. Integration of Emotional Appeals with Health Campaigns - Example of how to integrate emotional storytelling with health campaigns to drive up donations while also raising awareness about organ donation.
Industry Implications
1. Sports and Entertainment Industry - Leverage passionate fan bases to drive social good and increase the affinity of their audiences to their brand.
2. Healthcare Industry - Personalization and emotional appeals can drive donations and awareness in health campaigns.
3. Non-profit Industry - By leveraging emotional appeals and personal stories, non-profits can drive more donations and increase awareness about their campaign.
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