Each year, half-a-million Indians lose their lives while they wait for an organ. That is equal to losing a life every minute. In 2017, only 900+ cadaveric donations took place, a number that represents an organ donation rate of 0.86 person/million individuals.
Fortis, as a leading healthcare service provider in India, decided to take up the cause of organ donation in an effort to positively impact the well-being of the nation. The idea was to drive a systemic change in the perception and the behaviour surrounding organ donation and to increase the number of donation pledges. Fortis’s ‘More to Give’ campaign was conceived to prick the nation’s conscience, and in doing so, propagate the philosophy of saving lives and to champion the cause of organ donation.
This is Fortis Healthcare’s third year of campaigning for organ donation, and its efforts have raised over 1,00,000 pledges so far. A few years back, 90% of all organs transplanted came from live donors, while only 10% were from cadavers. In the last few years, however, this ratio has improved to two-thirds and one third, respectively, and is a sign of a slow and steady positive change.
Fortis decided to make the thought of organ donation more appealing by helping cut across barriers and addressing the social, ethical and moral issues around the act. The solution, to motivate people to donate organs, and learn how their families could find happiness after their loved ones had left – was simple. When you donate your organs, you don’t just save lives but live on in them.
Fortis Healthcare has unveiled a new film to take this thought forward, that has been created by Leo Burnett India and released by Madison World .
Speaking about the campaign, Jasrita Dhir, Head – Brand, Marketing & CSR, Fortis Healthcare said, “In a nation of a billion plus individuals, we don’t even have one-per-million donors. While organ donation has the potential to impact half a million lives directly and many more indirectly, even a single life saved through this campaign makes it a worthy cause. Through this initiative we get to live the Fortis credo of Saving and Enriching Lives.”
Speaking about the newest initiative under the ‘More To Give’ platform, Amit Nandwani, Executive Creative Director, Leo Burnett India said, “With most organ donation ads talking about the plight of patients in urgent need of an organ, we wanted to have a larger emotional payoff for the donor in our communication. So, through a simple human story, we tried to portray how an emotional bond can be formed between the donor’s family and the recipient, and how donors can continue to live on in others even after they are gone.”
Building in the same context, director Puneet Prakash said, “When I got the script for this year’s organ donation film, I was really nervous. Since I had directed the film last year and it got a great response overall, there was an unsaid pressure within me to up the ante. The script was great, and after much deliberation over the characters, their world and their emotional thought process, my vision was trusted and I was given complete freedom for the film. For me, the mood of the film was melancholic but at no point I wanted it to be overly dramatic. I looked at giving a realistic and emotional touch to it. I wanted the audience to empathise with the man who meets the parents of the donor and also with the donor’s parents.”
Film Link : https://youtu.be/213sbXeK6tE