On National Organ Donation Day, Jaslok Hospital and Research Center with Dentsu Webchutney created an innovative campaign to promote organ donation. The Instagram campaign questions the prevalent slacktivism and encourages users to take real action instead.
Every year, approximately 5 lakh people in India lose their life due to non-availability of organs. With just 0.8 donors per million, India ranks among the lowest on the list of countries in terms of organ donation. Despite various initiatives, the situation has not changed much.
“Jaslok Hospital and Research Center are one of the leading healthcare providers in India and organ donation as a cause is really dear to us. We have been taking many steps to encourage people to pledge their organs. This time, we wanted to do something that would appeal to the audience while putting our point across,” said George Alex, COO and CMO, Jaslok Hospital and Research Center.
The Instagram campaign features six posts and none of them wants your likes. Using the insight that social media LIKES don’t really help people, the posts, Unlike the likes they receive.
Sudesh Samaria, Chief Creative Officer and Co-founder, Dentsu Webchutney said, “It is an unfortunate situation and we wanted to create a hard-hitting campaign that would present the truth and encourage people to pledge their organs. The un-likable posts campaign is an antithesis to social media and shows people that real-world problems can only be solved with real action.”
Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney said, “There is nothing to like about the deaths caused due to non-availability of organs. These deaths can be prevented if we act more responsibly. We created posts that people would want to like because they look beautiful but the posts are not looking for LIKES. But, for your pledge to be an organ donor. It is one more example of our belief in the power of innovation.”