ETLI and 1702 Digital Contribute to a Brighter Future of Healthcare
Edelweiss Group (Officially known as Edelweiss Financial Services Limited) is an investment and financial services company based in Mumbai, India.
The Objective
Edelweiss Tokio Life Insurance undertook organ donation as a flagship campaign in 2019 and has worked in this space since then. Lakhs of people die in India every year waiting for a life-saving organ. As a life insurer, dealing with the loss of life is an every-day situation and hence it was necessary to remove this limitation from people’s lives. This motivated the insurer to adopt Organ Donation as a CSR initiative.
challenges that ETLI had with:
- The life insurer wanted the campaign to rest on a more sentimental axis rather than only an informative one.
- The life insurer believed that an effective approach towards fulfilling this goal was through an initiative that seeks the participation of the public at large.
- The aim was to dispel misconceptions and stigmas, but more importantly, bring organ donation into mainstream conversation.
What was the aim behind the Organ Donation Drive?
The aim was to dispel misconceptions and stigmas, but more importantly, bring organ donation into mainstream conversation. In the 1st edition, the life insurer conducted widespread awareness regarding the need to pledge for organ donation & created a GUINNESS WORLD RECORDS title for the highest pledges collected in a single day (54,626 pledges).
Our Results
What did Edelweiss Tokio Life Insurance and 1702 achieve?
The brand has seen a marked shift in sentiment internally and externally when interacting with employees as well as the large community and successfully toured 5,500 kms, passed through 50 cities along the way. Only 2% of employees reported that they would avoid organ donation; the remaining were either positive about organ donation or said they have already pledged for donation. Cumulatively, over the last 4 years, the life insurer has been able to reach 70 million people.
What makes this client’s execution truly unique?
The brand first identified a travel route across the country, including 12 pitstops wherein it will conduct heavy engagement in the form of awareness sessions with its partner MOHAN Foundation. They kickstarted the initiative with a bang in Hyderabad in presence of their employees, distribution partners, SOTTO and media fraternity. The Zindagi Express then commenced its journey on 2 routes & along the way made pit stops in Mumbai, Nashik, Vadodara, Ahmedabad, Jaipur, and Gwalior on the Western belt and Raipur, Ranchi, Patna, and Lucknow on the Eastern belt, conducting engaging activities at each pit stops in the form of awareness sessions.They Happy. We Happy!
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