Wakaf Organ

BRONZE Best use of Cultural Insights in Direct Marketing

Agency

Naga DDB Tribal Sdn Bhd

Client

National Transplant Resource Centre

Product/Service

Derma Organ

Brief

The organ donation rate for organ and tissue transplants in Malaysia is among the lowest in the world. Eventhough organ donation is encouraged by the teaching of Islam in Malaysia, most Muslims who formed the majority of the country are unaware about it. With severe shortage of organ donors in the country, they have contributed their pledge far less than those from other religion. We need to stop the uncertainties and get them to pledge.

Solution

Turning religious doubts into religious duty.To change the Muslim’s mindset about organ donation, we collaborated with Zakat Fitrah - a compulsary donation for Muslims in Ramadan. With many Zakat Fitrah counters placed in mosques, it became our main gateway to reach the Muslims.We created videos of ‘the’ Muslim Influencers – Muftis of KL, Johor and Perak endorsing organ donation to erase the Muslims’ doubts about organ donation. These videos were placed at events most frequented by Muslims, the mosques during Friday Prayers and Iftar@KL, the biggest Ramadan event in Kuala Lumpur.

Credit

Eexcutive Creative Director: Alvin Teoh
Creative Director: Suryadipura Salleh
Art Director: Erman Basiron
Copywriter: Suryadipura Salleh, Lysha Zulkifly
Client Service: Erman Basiron, Suryadipura Salleh, Chris Chan
Young Creative: Lysha Zulkifly
Agency Producer: Chen Lee Ling
Production House: Gerilla Studio
Film Director: Zekri Mazlan

Clients Name: Azizul Khairi Mohd Nor
Clients Position: Health Education Officer
Clients Contact No: 0176040680

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