Josina’s heart is not her own.
But it will forever beat for Sport Club Recife.
Thanks to the “Immortal Fans” campaign, the Brazilian soccer club’s passionate fans have signed up as organ donors. The campaign has encouraged fans to help others when they die for the promise that their heart, (or other organs), will always beat for Sport Club Recife.
And it gets better.
This brilliant idea not only increased organ donation by 54%, but it also dramatically reduced the waiting list for heart and corneal transplants.
Update: Ogilvy Brasil rocked this campaign so well, that they’ve recently won the Grand Prix in Promo and Activation, at the Cannes Lions’ International Festival of Creativity. Hot dang!