Background…

European Donation Day (EDD) led by the European Directorate for the Quality of Medicines & Healthcare (EDQM), is held annually to promote awareness of organ, tissue, and cell donation across Europe. Taking place in Lithuania on October 5, 2024, the EDD campaign is designed to engage with citizens, healthcare professionals, and policymakers to reflect on the life-saving impact of donating and the ongoing need for donations.

As part of the Council of Europe, EDQM sets high standards for donation safety, quality, and ethics. European Donation Day not only raises public awareness of donating but also celebrates the generosity of donors and the dedication of transplant professionals, encouraging everyone to consider their role in supporting public health and saving lives.

Interesting Challenge…

Working closely with the EDQM Communications Team, we provided design support to help their team to manage and launch the European Donation Day campaign for 2024. With a limited budget and the responsibility to engage audiences across diverse cultures, the campaign would need to be both universally impactful and locally relevant. The headline proposition and messaging needed to work seamlessly across multiple languages, delivering an emotive and clear call to action that inspired reflection about donation, while being mindful of cultural sensitivities.

The campaign aimed to resonate with a broad range of audiences while tackling common barriers to donation. To achieve this, visuals and messages were developed that were both educational and deeply human, ensuring the campaign engaged citizens, healthcare professionals, and policymakers alike.

 

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The strategy…

At the heart of the campaign was the simple yet powerful proposition “One Decision.” This message and the campaign hashtag, #OneDecision, was central to unifying and amplifying the message and idea that making the decision to become a donor could transform and save many lives.

To bring this proposition to life, a diverse range of individuals were shown holding up a single finger, symbolising the life-changing impact of one decision. In addition to the required Lithuanian green, we chose a range of vibrant coloured backgrounds to give maximum impact. Contemporary illustration styles were used to represent organs, tissues and cells in the vibrant backgrounds.

Real Results…

 The 2024 European Donation Day (EDD) campaign achieved significant engagement and awareness across Europe. The campaign’s hashtag, #OneDecision, was central to unifying and amplifying the message across digital platforms. The campaign was disseminated through multi-channel media platforms, including social media platforms, posters, banners, and digital displays, ensuring widespread reach.

The European Directorate for the Quality of Medicines & Healthcare (EDQM) reported that the campaign successfully raised awareness about organ, tissue, and cell donation, encouraging individuals to consider the profound impact of their decision to donate.

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