ADI
Israel’s National Transplant Center attracted more than 4,000 new organ donor signups with an Instagram campaign that explored the touching stories of lives lost, and lives saved.
Established in 1994, ADI is Israel’s National Transplant Center, an official independent body that manages and coordinates organ donation and transplantation in Israel.
new organ donor signups directly from the campaign
increase in ad recall
increase in daily signups
increase in action intent
ADI wanted to persuade a younger audience to sign donor cards demonstrating their willingness to donate their organs in the event of their death.
ADI worked with its creative agency, FCB Israel, and Facebook Creative Shop to create “The Story Continues” campaign. The campaign used Instagram tagging on image ads to connect different people’s stories and create a non-linear journey for the audience. Tags on images of transplant recipients connected back to the heroic organ donors who saved their lives. People could navigate between profiles to explore mini-documentaries about a donor’s tale, or the joyful stories of those they helped save.
By telling real stories, the campaign sent a positive, uplifting message about the power of organ donations. An augmented reality filter allowed people to share a virtual signature and spread the message about signing up. This part of the campaign was taken up by many actors, authors and other Instagram influencers. Longer versions of the mini-documentaries were made available on Instagram TV.
The campaign proved inspirational, prompting people to use the filter and share their own virtual signatures on Instagram. It was also later picked up by major media outlets. ADI’s July 2020 Instagram campaign will one day save lives, having resulted in:
4,000 new organ donors
4X increase in daily signups
28-point increase in ad recall