The Red Cross teamed up with JWT Mexico and animation studio Punga to create a spot which would raise awareness about organ donation. The commercial was aimed at Mexico’s younger population.
The animation is great, but it wasn’t the right choice for this topic. We know for a fact that youth don’t think about their mortality, and consequently what they would do with their organs if they did pass. By presenting the concept of organ donation in an abstract, animated fashion, the Red Cross is further increasing the disconnect by watering down the seriousness and reality of the message.
Furthermore, this spot was missing a strong call-to-action. Perhaps a drive-to-web to learn more and sign up to be a donor.
Advertisements
