The Objective

Edelweiss Tokio Life Insurance took the initiative to spread consciousness about the importance and need for organ donation across several states to give people the chance, and the means to take pledges. To spread awareness on a controversial topic when it comes to the masses, the brand wanted to break the taboo and put facts in front of the donors to understand the actual process of Organ Donation.

They partnered with 1702 Digital for their social media and creative content dissemination for the same. The objective of the campaign was to establish pledges through content marketing and generate a mass number of Organ Donation Pledges while raising awareness towards a sustainable and socially responsible societal habit. All this had to be done keeping in mind the furtherance of ETLI’s brand message “Zindagi Unlimited”. While the media mandate of this campaign was done by another partner agency, 1702 took over the communication, content, creative and social aspects of the campaign.

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Masses in India displayed a low-willingness to donate organs on grounds of lack of knowledge, mistrust, family reservations, moksha irreverence, and negative religious repercussions. We planned to put forth facts and be the myth busters first, to educate people about the process of organ donation and its significance.

We chose to do so by creating an organ donation campaign with Rahul Bose. For ETLI, the matured yet playful aura of Rahul Bose went well with the brand philosophy of ETLI. “Zindagi Unlimited” was carefully integrated with organ donation: the concept of living your life unlimited – but this time for others.

The aim of this was to create a chain of algorithms on social media channels for the awareness to reach different segments of markets. They hoped this would help in maximizing the reach and spread enough information to let people come forward, inquire about the topic and break the taboo.

Our Results

Edelweiss Tokio Life Insurance created a new Guinness World Records title for collecting the highest number of pledges for organ donation in a single day, following an impactful awareness drive throughout November ‘19. The awareness drive garnered over 1 lakh pledges during the month, the insurer created history by collecting 54,626 pledges in a single day on November 28, 2019. These numbers and backend were heavily audited by one of the Big 4s, EY, before awarding the World Record.

Their social media activities played a large role in garnering support for this noble cause. An ancillary and another happy impact of our work for ETLI was winning their agency on record mandate in Jan 2020.

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What makes this client’s execution truly unique?

The campaign was, to inform, educate and mobilize support for the cause. This aimed to raise awareness and urge more people to step up in support of organ donation. For this campaign, Rahul Bose pledged his organs for donation, and Mohan Foundation, an NGO active in this space, came on board to educate people on the significance of this cause and urge more people to pledge their organs. This process was supported by a lot of digital messages, creatives, and videos on TV, YouTube, Twitter, Instagram, and Facebook, many of which were created and distributed by 1702 Digital. This helped people throughout the country make pledges for their organs on the ELTI website.
THEY LOVE US!

They Happy. We Happy!

“Working with 1702 Digital was a great experience. The team is super supportive. The crew delivered measurable and consistent results, launching our online presence.”

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    BOND WITH THE BOLD

    Or just tell us what you want done well
    Say Hello!

    General Business Queries:
    solutions@1702digital.com

    Careers:
    teamhr@1702digital.com