Donor Foundation “Valentine’s Day”

Valentine's Day and makes a powerful connection with people at a time when they are already thinking of others. Using a greeting card display and e-Valentine mails on Valentine's Day enabled us to engage with consumers at a time when they are thinking of others and feeling a little nostalgic. This heightened the impact of the appeal. In-store cards were placed within greeting card displays to suprise the consumer with an unexpected call to action. Consumers received anonymous e-Valentine's leading them to believe they had a secret admirer where the actual message is that someone has become an organ donor to save their life.

Agency: TEQUILA\Johannesburg, South Africa.