Mid June 14 saw Tencent Marketing Solution team up with the China Organ Donation Administrative Centre team to leverage the power of positivity and axe the guilt trip through a basketball themed campaign seeing to address the taboo around organ donation in China.
The aim was to address the challenge that China has one of the lowest organ donation rates in the world with a ratio of supply to demand of 1:30.
‘Team Of One’ focused on the story of 16-year-old basketball fan and organ donor Ye Sha: a Chinese teenager who died at the age of 16 and whose organs were donated by his parents to benefit seven people.
The marketing team, led by executive creative director Jacky Lung, initiative invited five organ recipients to form a team named after Ye and the team released a mobile campaign which sought to fulfil the donor’s dream: to play on a professional basketball court.
The campaign was supported across Tencent’s WeChat Moments, Tencent News, Tencent Video, Mobile QQ, Qzone, QQ Browser, WeSing, WeSecure, and Tencent Wifi Manager.
The campaign also attracted attention from the Chinese basketball community and Yao Ming (former NBA star and chairman of the Chinese Basketball Association).
Comment:
The results speak to the success of the campaign.
‘Team Ye Sha’ generated 220 million impressions, 70,000 signatures of support and also a four-minute CCTV news-broadcast segment.
The taboos around organ donation are changing in China with more people volunteering to register their own organs and this campaign was part of the change in attitude..
More than 150,000 new donors have registered since the campaign launched: a 400% increase since 2017.
Plus, through focused media coverage and match promotion, the China Organ Donation Administrative Centre received 990,000 registered donors in the first quarter of 2019 (the period in which the campaign ran).
‘A Team Of One’ went viral partly because of its emotional power, but also because it broke away from the conventions of seeking sympathy by showing hardship and instead formed a call for public participation in the project in a positive, enjoyable way.
Links:
Tencent
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