This Initiative Advertises the Need for Organ Transplants
Alyson Wyers — August 12, 2016 — Marketing
References: cucaiba.gba.gov.ar & springwise
In an effort to bring attention to organ transplants and the need for donations, this marketing campaign draws comparisons between human lives and old cars. This organ donation campaign from CUCAIBA and UTMO aims to help the thousands of people waiting for organ transplants. Only 108 are currently listed as potential donors. Based in Buenos Aires, the two health transplant agencies hope more people will sign up to donate.
This campaign involved salvaging working parts from used vehicles and offering them to cab companies for free to replace broken or stolen parts. In addition to driving around in mismatched taxis, they also advertised the agencies using the light on top. Interactive tablets inside the cars told passengers where the parts came from, offered educational material on organ donation and enabled them to sign up during the ride.
This campaign involved salvaging working parts from used vehicles and offering them to cab companies for free to replace broken or stolen parts. In addition to driving around in mismatched taxis, they also advertised the agencies using the light on top. Interactive tablets inside the cars told passengers where the parts came from, offered educational material on organ donation and enabled them to sign up during the ride.
Trend Themes
1. Organ Donation Awareness - Disruptive innovation opportunity: Develop innovative marketing campaigns that raise awareness about organ donation and encourage people to sign up as donors.
2. Creative Use of Transportation - Disruptive innovation opportunity: Explore unconventional ways to utilize vehicles for advertising and promotional purposes.
3. Interactive In-car Advertising - Disruptive innovation opportunity: Create interactive experiences for passengers inside vehicles that educate and engage them with a cause or brand.
Industry Implications
1. Healthcare - Disruptive innovation opportunity: Develop technological solutions to improve the organ transplant process, such as organ matching algorithms or remote monitoring devices for transplant patients.
2. Transportation - Disruptive innovation opportunity: Integrate advertising and branding opportunities into transportation services, like taxis or rideshare vehicles, to create additional revenue streams.
3. Digital Advertising - Disruptive innovation opportunity: Explore new ways to incorporate interactive content and advertising in vehicles, such as personalized ads or targeted campaigns based on passenger preferences.
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