Dawca.pl's Health Social Media Campaign Encourages Users to Share Likes

By: Laura McQuarrie - Mar 21, 2015
References: dawca.pl & creativeguerrillamarketing
In order to spread the word about the need for organ donations for transplants, Dawca.pl, set up a health social media campaign on Instagram. Although organ donation rates could be higher most areas of the world, one of the main problems is Eastern Europe is corruption, causing people to mistrust the system because of the black market.

In an attempt to build trust and show a human side to the need for donations, this campaign puts an emphasis on the heart, since it can be tied in with the like button on Instagram. The campaign has people pledge to become donors, helping to spread the word by using the #GiveAHeart tag. Each time one of these special photos was liked, the Instagram heart would appear on screen as usual, but the setup made it look as though it was being cradled by human hands.