Hamad Medial Corporation (HMC) wanted to increase awareness among different communities in Qatar to think about, talk about. and to understand the importance of organ donation. Most importantly, HMC aimed to get across the positive position of Islam on organ donation and transplantation.
In order to have a better understanding of the community, mmg conducted a focus group research exercise to address general cultural sensitivities and perceptions on organ donation. Based on the results, mmg developed a creative, engaging, integrated communication campaign positioned around the theme ‘Give the gift of life’ which explains the extraordinary opportunity to save someone’s life or many lives by agreeing to donate organs.
The campaign was hugely successful and the response very positive. In the six months the campaign ran, 30,000 people signed up and pledged to carry a donor card.