Insight
The decision to become an organ donor isn’t easy, knowing that your body will be chopped up and handled like pieces of meat. But that’s what makes it such a brave choice, a choice you should be proud of.
Idea
We’ll use meat packaging to convey a message about organ donation, encouraging people to have pride in donating because it can save up to 10 lives.
Execution
By using something as ubiquitous as a supermarket meat tray, we are also able to literally bring the conversation about organ donation home – something that would be more difficult in traditional media.
