lucky #7
student npo: save 7
An Integrated Media Campaign
[Brand Activation 2023]
Creative Collaboration with Chloe Evelyn Lucas
the challenge
To develop an integrated media campaign aimed at raising awareness about organ donation among South African youth.
the objective
Encourage Gen Z to engage in meaningful conversations about organ donation in a light-hearted manner.
the insight
Individuals attach sentimental value to the organs they possess. Resulting in them feeling that donating is a daunting commitment.
the concept
“Lucky #7” connects the culturally significant number 7, symbolising good fortune, to organ donation, emphasising that one donor can save up to seven lives, creating an impactful and relatable message.
It only takes 1 conversation about your organ wishes to save 7 lives.