According to the Brazilian Association of Organ Transplants, in every 8 potentially organ donor, only 1 effectively becomes a donor.
That is why the Moinhos de Ventos Hospital, a John Hopkins International Medicine Center affiliated, signs the campaign “Who will inherit your greatest wealth?”, created by McCann Health in Brazil, that re-imagined Fabergé eggs as human organs, showcasing their value and beauty with artistic flare, to highlight the importance of organ donation.
“The campaign seeks to promote organ donations through the most basic question: what you will leave as a heritage? What you truly have of most precious?”, says Bruno Abner, McCann Health Brazil Creative Director.
The print ads were run in selected magazines in Brazil, and also published in the hospital’s social media channels, and present 3 different executions, of an eye, a heart and kidneys, highlighting how priceless those organs are for those who receive it.