‘Game Over’ in video games doesn’t have to be game over with this campaign encouraging people to virtually donate their organs to other players to save their gaming life.
The campaign, created by Brazilian ad agency DM9Sul, hopes to encourage people in real life to sign up for organ donation.
Called The Restart Project, the initiative targets gamers, but also the developers behind the games to include the piece of software.
Once installed, when a gamer dies, they are shown the message: ‘You are dead, but you can still donate your organs. Be a donor and help someone else to have a new life in the game.’
The Restart Project recently won the People’s Choice Webby Award in the Interactive Advertising: Health, Wellness, Pharmaceutical category.
“The idea was to engage people in a moment that they are sensible to the cause, precisely when they die virtually,” said DM9Sul communications vice-president, Marco Aurélio Bezerra.
“The ease to communicate the donation through social networking made everything simpler. And it was that simplicity that made our action stronger.
Carlos Henrique Casartelli, municipal health secretary, added: “We believe that the unique creative format of the campaign has mobilized young people who, today, have unprecedented concept sharing power through social, and other, medias. We cannot consider consolidating the organ donation culture without thinking about the young public, influent on their friends and colleagues, and also their own families.”
Client: Secretaria Municipal de Saúde de Porto Alegre
President: Marcio Callage
Creation Vice-President: Marco Bezerra
Associate Creative Director: Everton Behenck e Rodrigo Pereira
Head of Art: João Pedro Vargas
Art Direction:Eduardo Diniz, Fernando Landell, Fernando Rihan, Guilherme Altreider e Gustavo Bilésimo
Copyright: Leandro Vargas e Vitória Fonseca
Client Relations Director: Cláudia Schneider
Client Relations: Manoela Lisboa
Media Director: Silvio Calissi
Content Production: Anna Martha Silveira, Thais Sardá, Thais Mahfuz e Bruna Lauermann
PR: Mariella Taniguchi
Digital Production: Daniel Vettorazi
RTVC: Thiago Vanigli e Bernardo Silva
Audio Design: Coletivo 433
Video Production and Completion: Tape Motion
Audiovisual Production: Elisa Celia e Marcelo Stifelman
Audio Production: Loop Reclame
Client Approval: Carlos Henrique Casartelli