Would You Approve This Campaign?
PROBLEM: Overall there are currently 120,000 men, women and children waiting for an organ donation, and roughly 8,000 of those people, about 22 per day, die each year because they won’t receive the organs they need in time.
Donate Life America, a nonprofit charged with developing and promoting organ donor education programs designed to motivate Americans to register as organ, eye and tissue donors, has seen a drop-off in the number of millennial donors. By signing up, one millennial could save as many as 50 lives.
SOLUTION: Turn to The Martin Agency, noted for, among other great work their edgy campaigns for GEICO, the insurance company. And, of course the GEICO gecko.
With music by Coldplay, acting by Thomas Jane and voice over by Will Arnett, directors Will Speck and Josh Gordon have produced a campaign titled “The World’s Biggest Asshole”.
Watch this cheeky, somewhat crude, and controversial spot, which I think is strategically brilliant and which as of this posting has been viewed by 932,000 + folks.
Will Burns, CEO of Ideasicle, writing in Forbes, breaks down the key points of this project as follows:
“What I love most about this film is the strategy. By exaggerating how bad a person can be in life, yet still be considered a hero by donating organs, Donate Life dramatically magnifies the appeal of organ donation.
“It’s this contrast between Coleman Sweeney’s “asshole-ness” and his supremely kind act of donating his organs that makes the film so compelling and watchable.
“And let’s admit it. There’s a little Coleman Sweeney in all of us, right?
“Consider Millennials. They’re out of school, they’re finally free, they’re having fun, sometimes too much fun, relationships, regrets, craziness, learning, cheating, growing, everything. We’ve all been there.
“We have all made mistakes, sinned, or done thoughtless and stupid things we regret. And it’s in that emotional empathy that this film swirls. If ‘the world’s biggest asshole’ can be redeemed by donating his organs, then just imagine my redemption, being only some small percent of the ‘asshole’ Coleman Sweeney was.
“The film’s final super says, ‘Even an asshole can save a life’. But to me the subtext is, ‘Even an asshole can be saved (if he donates his organs)’.”
For Agitator readers, this question: Would you have approved this campaign?
I can just imagine the countless meetings, worries about angry contributors, fears of adverse press response, an angry board, you name it.
This project took lots and lots of work and lots and lots of courage. Courage all too rare in our world.
What would you have done?
Roger
P.S. Will Burns, in his Forbes piece says, “…the real lesson here for Chief Marketing Officers is this: if the creative idea is on strategy, then by god approve it no matter how uncomfortable it makes you feel.”
P.P.S. A shout-out to Agitator reader Pam Grow for alerting us to this campaign. And an Agitator Raise to the courageous folks at Donate Life America, The Martin Agency and the talented directors, actor and voice over who made the campaign possible.
9 responses to “Would You Approve This Campaign?”
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This is storytelling at its best. It draws us in… we can relate… we can see the benefit of giving, both to ourself and to others. Nails it. Thanks so much for sharing!
Yes, I’d have approved it, but they’re asking for organ donations, not cash. There is no downside to a bit of notoriety for a campaign like this. But good on the trustees (or whatever the US equivalent is) for also having the courage to go with it
Sorry, but I’m not convinced. Yes it’s a great creative treatment nicely executed but really “even an asshole can save lives” as the key message? How many are really going to empathise with and do something about that ask?
Very powerful! I would have approved it 🙂 But, and having seen the number of views, what was the impact in terms of new registrations on becoming an organ donor? I don’t know if the psychological effect of this commercial leads people to register. My reaction was : “I am not an asshole, I don’t identify with this person.” I know that I am not my audience, but still.
Great question…. How many new registrants.
I agree with Claire….Captivating story. Story I suspect people will remember. And when renewing drivers license… with the option to donate organs… will people reflect on the story and say “SURE.”
Doesn’t mean I have to see myself as an asshole. The viewer may remember the story and do this.
I donated my organs (and cadaver for slicing up) in my 20s. I don’t remember what stimulated me to do so.
Wow! This one is pushing the envelope and contradicts humanity’s #1 need of approval/affirmation, which was more than likely Coleman’s greatest need. Would he have been an asshole without a “Daddy wound”? How many more lives would he have impacted? However, his story does show us it’s never too late to make a difference. Keep us posted on the success or failure of this one!
Checked my license: I am an organ donor. So, despite obvious gifts in that direction, I will not be an asshole in death. Though it’s hard to imagine anyone really wanting my parts. My liver’s pretty much shot. My corneas are dense as bottle caps. I don’t even know if I have tendons.
This is brilliant! Who knows the long-term implications on organ donation among millennials but if something is going to move the needle, it’s going to be edge and memorable. Just like this! Plus, I doubt anyone who is currently an organ donor is going to revoke that status and keep their organs because the ad offended them. So they didn’t have much to lose in that regard. I would be curious to hear what their big financial donors thought of the campaign.
I have worked in nonprofit communications, am not a milennial but loved this campaign. I wish I had worked on this campaign, and this org. I showed my nineteen year old, my 13 year old and my spouse this psa and they all loved it. I agree with Jeremy in comments this would have been a different campaign if you were asking for cash or funding. Very, very effective. Kudos to the Martin Agency and Donate Life America!