I’m not fond of the slogan from this organ donation campaign from Brazil. It’s the visuals that make me look longer at a print ad than usual.
The shooting gear visual loaded with organs was originally created by design rebel and creative consultant Noah Scalin. He made it for a project called Anatomy of War as a statement in the ongoing debate about Gun Safety. Because there is a relation between guns and victims.
Hospital São Carlos from Brazil also made a connection between organs and weapons:
Whoever doesn’t donate organs ends up taking the life of those who need them.
The guilt and responsibility argument is close to each other. Whereby in behaviour change communication the guilt portion is often seen as ineffective thus inappropriate. The statement that organ donation can save lives is not reversible. Organ donation is a tool, not a cause. And yet this campaign makes me think about donation again. And that is what maters in awareness campaigns, isn’t it?
Advertising Agency: Bolero, Fortaleza, Brazil
Illustrator and 3D: Noah Scalin.
Creative Director: André Mota
Art Director: Andrey Ustnov, Bruno Nastri, Jorge Sobreira
Copywriter: Ian Thomé
Images via Adeevee
This video and image was made for the Scalin’s Anatomy of War exhibition at the Krause Gallery in New York (fall 2015):