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São Paulo

Ordinary Brazilian ‘Crowds’ Illustrate Potential Number of Donated Organs

Leo Burnett Tailor Made creates outdoor print campaign to promote ABTO

ABTO’s “Beach” / “Marathon” / “Stadium" GPC Rating: 7

Brazil’s Organ Transplant Association looked to encourage people to donate their organs through a striking outdoor print campaign.

With more than 200,000 people registered on an organ-transplant waiting list, Leo Burnett Tailor Made continued its attempt to raise awareness and increase the number of organ donations by catching the public’s eye via three outdoor posters, “Beach,” “Marathon” and “Stadium.” Each features an image of overwhelmingly enormous crowds in São Paulo, Brazil, along with a graphic indicating the staggering number of vital organs that could be potentially donated from the pictured crowd.

Leo Burnett and ABTO drive the campaign home with the tagline: "People shouldn’t be in need of something everyone has to give. Be a donor.”

The agency’s print campaign was highly commended for its stark simplicity and beautiful design.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.