Got Organs?

Donate.
An initiative by AIIMS
SECTION BREAK
INTRODUCTION
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Organ transplantation is the only treatment for end state organ failure. The procurement of organs for transplantation involves
the removal of organs from the bodies of deceased. This removal must follow legal requirements, including the definition of
death and consent (paraphrased; World Health Organisation, 2004).

● Organ Donation is a practice in which an organ or a part of it is removed from a live or deceased person’s body, with their
or their family’s consent. The organs donated are then transplanted into the recipient’s body according to the need.

● India’s Organ Donation rate is one of the lowest in the world, that is, 0.86 per million. On average, around five lakh
people need organ transplantation in India every year, many of whom die due to the shortage of organs. In the year 2017,
the death rate in India was 7.424 per thousand people.
A mere 0.009% of the deceased people donated their organs in that year.

This problem can be addressed effectively, once the reasons behind the unwillingness of people to donate their organs is
understood.
 Survey Analysis
A preliminary online survey was conducted from 11 February, 2020 to 11 March, 2020.

Aims: 2.
To help us understand how much
information people have on the
1.
subject, so that we could figure out
Help us understand the target
the objectives of the campaign.
audience of the campaign.

3.
To help us understand the main
reasons behind the lack of Organ
Donations in the country.
Findings:
● Through the survey analysis, we were able to understand that the main reason for the extremely low number of
organ donations in the country, is majorly the lack of awareness and information.

● The main reasons behind lack of Organ Donations in the country, as found out through the survey, are lack of
awareness, lack of information, and people’s misbeliefs surrounding Organ Donation. These problems need to be
addressed effectively.

● Each human being has the capability to save up to 8 lives, by simply signing up for donating their organs. It is high
time that Organ Donation is taken up as one of the most important and pressing issues of the country and adequate
measures are taken to make the public aware.

Through this campaign, we can do as needed, as now the reasons behind the unwillingness of people to donate their
organs have been understood.
 Objectives

Busting myths surrounding Organ

Donation
01
02 Instill a sense of belonging within
the community

Create awareness about the need

for organ donation in general 03
04 Make the process of signing up for
Organ Donation easily accessible
Target Audience Urban Delhi: 19-29 years

● The target audience for our campaign has been selected to

achieve the aforementioned objectives.

● The target audience has been identified on the basis of a

preliminary survey conducted by GOD and other available
statistics.
 ● The survey helped us in developing a better understanding
surrounding our target audience.

● The target audience that was found out from the survey is
people belonging to the age group of 19-29 years.

● As per latest (2018) data mentioned on organindia.org,

there is a lack of organ donations pan-India. There are 0.5
donors available for one million.

● The data suggests that the problem lies pan-india, which

is why, urban Delhi was chosen as the target audience of (source: organindia.org)
the campaign.
SECTION
ORGANIZATION BREAK &
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CAMPAIGN PROFILE
Got Organs? Donate (GOD) An initiative by AIIMS

ORBO (AIIMS) has launched a new initiative – ‘Got

● ORBO Organs? Donate
(AIIMS) has(GOD)’, a campaign
launched focusing
a new initiative on
– ‘Got
sensitizing
Organs?the people
Donate of Delhia about
(GOD)’, the focusing
campaign need of stepping
on
up
sensitizing the people of Delhi about the need of the
to donate organs for saving lives. Additionally,
campaign
donatingaims to create
organs awareness
for saving lives. and encourage organ
donation in Delhi. We aim to address the dismal state of
●deceased organ donation in India. We seek to remedy this
Additionally, the campaign aims to create awareness
shortage of organ donors, and help create an ecosystem
and encourage organ donation in Delhi.
to facilitate organ donation in India. The two major reasons
that people do not donate organs are: one, the lack of
We aim toabout
● knowledge address the dismal state of deceased organ
its importance and the procedure for
donations,
doing so andseektwo,
to remedy this shortage
the religious myths andof organ
stigma
donors, and help create an ecosystem to
surrounding the donation of organs. Through the GOD facilitate
organ donation these
Campaign, in India.issues will be addressed.
SECTION BREAK
ADVERTISING
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STRATEGY
 Creating awareness about
Organ Donation, its importance
and the process

OBJECTIVES
Making Organ Donation
accessible

Busting myths around organ

donation
 Advertising Schedule
The Ad cycle will continue for two months: August and September, using the
following dates for effective campaigning and mass mobilization.
The duration of the campaign will be from August 9, 2020 to October 2,
2020.

MONTH EVENT
AUGUST 13 ORGAN DONATION DAY IN INDIA

SEPTEMBER 29 HEART DAY

OCTOBER 2 WORLD SIGHT DAY

 Advertising Platforms:
ADVERTISEMENT PRODUCT MEDIUM
POSTERS SOCIAL MEDIA
METRO PANEL
CAMPUS POSTERS

RADIO ADS RADIO JOCKEY MENTIONS

TEXT GOOGLE ADS

ADVERTISING BUDGET
Social Media:
PLATFORM AD TYPE DESCRIPTION TOTAL COST
(INR)
Twitter Text, Posters, -International news Twitter: 4,975
Facebook Photos, Infographics and statistics about Facebook: 5,489
Instagram Organ Donation Instagram: 4,767
-Stories of organ
donors and
receivers

-Links to the online

application form of
AIIMS for pledging
organs
 PLATFORM AD TYPE DESCRIPTION TOTAL COST
(INR)
Twitter 30 second video 30 second video Voluntary
Facebook clips clips and posters on
Instagram Posters the social media
Hashtags to be handles of
used: celebrities.
#GODwillblessyou Celebrities like
#theGODcampaign Priyanka Chopra, R.
#HonourYourHero Madhavan and
#TheGiftOfLife Amitabh Bachchan
#OrgansforAll who have pledged
#BreaktheStigma organs will be
#TransplantTalks requested.
Campus Posters:

SIZE OF TOTAL NUMBER COST PER TOTAL COST

ADVERTISEMENT OF CAMPUSES POSTER (INR) (INR)
11.69x16.53 Inches 50 8 2400

Metro Panels:

ADVERTISEMENT TYPE TOTAL COST (INR)

Yellow Line- 30.5x7.75 Inches panel 36,000
Radio Ads:

NAME OF DURATION TOTAL DAYS TOTAL COST (INR)

CHANNEL (SECONDS)
FM Rainbow 15 14 Sponsored by Ministry
of Health and Family
Welfare
Google Ads:

ADVERTISEMEN POTENTIAL GOOGLE TOTAL COST

T TYPE AUDIENCE KEYWORDS (INR)
SIZE
Text 12,709 people per Organ donation, Organ INR 6,080
Call to Action month transplant, Kidney
donation, Liver
donation, Eye donation,
Donor card, Organ
donation and tissue
bank, Heart donation,
Donation registration,
Lung donation
 Total Advertising Cost
PLATFORM BUDGET (INR)
SOCIAL MEDIA PAGES Facebook: 5,489
Twitter: 4,975
Instagram: 4,767

GOOGLE ADS INR 6,080

METRO PANELS (Yellow Line) INR 36,000

CAMPUS POSTERS INR 2,400

RADIO ADS Sponsored

CELEBRITY VIDEOS Voluntary

TOTAL COST: INR 59,711

SECTION BREAK
POSTERS: SOCIAL MEDIA,
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CAMPUS & METRO PANELS
SAMPLE GOOGLE ADS
SAMPLE TWEET
SAMPLE INSTAGRAM POST
SAMPLE FACEBOOK POST
 RADIO AD
After creating Heaven - Earth- Light -darkness - Land - Water- Animals, On the sixth-day god
created Humans and said,
“Let us make mankind in our image, in our likeness ” So God created mankind in his own image, in
the image of God he created them; male and female he created them - (Genesis 1:26-27).

After this on the 7th Day, God took a day-off /holiday to relax and vibe a bit. So let God get his chill
vibe on, Help us complete his pending work, help us complete his own image.
Donate a part of you to create a part of him.
SECTION BREAK
EVENT STRATEGY
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 Objectives

Educating people about the 01 Motivate people to donate

process of donation and creating
awareness organs with help from
02 influential personalities and
organ donors.

Busting myths surrounding 03

Organ Donation.
Make the process of signing up for
04 Organ Donation easily accessible
and Emphasizing on the
importance of organ donation and
giving back to the community.
 EVENT 1:
FLAMBEAU
WALKATHON
Event Details

Event Date: 13th August, 2020 (Organ Donation Day)

Venue: India Gate, Delhi
Time: 5 AM to 10 AM
Event Organisers: GOD in collaboration with AIIMS
Estimated Gathering: 1000+ participants
 Our Guest Profiles

Dr. V.K. Bahl Dr. Peush Sahni Aishwarya Rai Vinod Kambli
Professor and Head, Professor and Head, Bachchan Former Indian Cricketer
Department of Department of G.I. Actress, Pledged Organ Donor
Cardiology, AIIMS Surgery and Liver Former Miss World
Transplantation, AIIMS Pledged Eye Donor
 PRE- EVENT
PUBLICITY POSTERS
 EVENT SCHEDULE
TIME ACTIVITY DURATION
05:00 AM Registration of Participants 30 minutes
05:30 AM Chief Guests Arrive
5:45 AM-7:45 AM Flagoff Ceremony 120 minutes
7:45 AM-8:15 AM End of Walkathon. Snacks Served 30 minutes
to Participants
8:15 AM-9:15 AM Doctors From AIIMS Talk About 60 minutes
Organ Donation
9:15-9:35 AM Organ Donors and Recipients 20 minutes
Invited to Share Their Stories
9:35 AM-10:00 AM Question-Answer Session 25 minutes
10:00 AM Event Concludes
 Event Budget
Expense Actual Cost

Guest Fees Sponsored by AIIMS

Celebrities Fees Volunteer Basis

Venue Sponsored by Skechers and SBI YONO

Breakfast Sponsored by Nestle and McVities

Walkathon Kit (T-shirt, BIB, Skechers Sponsored by Skechers, SBI YONO

Gift Vouchers, Sign Up Card, Booklet
with details for Organ Donation,
Handband)

E-invite Sponsored by AIIMS

Advertising/Promotion Sponsored by Hindustan Times and FM

Rainbow
 EVENT 2:
A SYMPOSIUM ON ORGAN DONATION
Event Details
Event Date: 29th September, 2020
Venue: C.D. Deshmukh Auditorium, India International
Centre, Delhi
Time: 9 AM to 2 PM
Event Organisers: GOD in collaboration with AIIMS
Estimated Gathering: 230 participants
 Our Guest Profiles

The following panel

is selected
because the guests
are known across
the world for their
contributions in
their fields.

Dr. Jayshreeben Priyanka Chopra Shri Shri

Mehta Ravishankar
President of Medical Actress, Model and
Spiritual Leader
Council of India Activist
 PRE- EVENT
PUBLICITY POSTERS
 Event Schedule
TIME ACTIVITY DURATION DURATION
9:00 AM-10:00 AM Screening of the movie ‘Phir Zindagi’ 60 Minutes
directed by Sumitra Bhave and Sunil
Sukthankar
10:00 AM-10:30 AM Tea and Refreshments Break 30 minutes

10:30 AM-11:30 AM Introduction of the panelist 60 Minutes

11:30 AM-12:00 PM Question Answer Session with audience 30 minutes

and panelists
12:00 PM- 1:00 PM Felicitation of Organ Donors 60 Minutes
1:00 PM- 1:10 PM The August hall takes pledge to donate their 10 Minutes
organs, followed by the national anthem
1:10 PM- 1:30 PM Distribution of goodies 20 Minutes

1:30 PM- 2:00 PM Lunch 30 Minutes

Event Budget
Expense Actual Cost

Guest Fees Sponsored by Hindustan Times

Venue Sponsored by AIIMS

Lunch Sponsored by Nestle and McVities

Goodies (T-shirt, Skechers Gift Vouchers, Sponsored by Skechers and SBI YONO
Sign Up Card, infographic brochure on
Organ Donation)

E-invite Sponsored by AIIMS

Advertising/Promotion Sponsored by Hindustan Times and FM

Rainbow
SECTION BREAK
PUBLIC RELATIONS
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 PRE EVENT PR ACTIVITIES

● Interview of AIIMS
Director
● Pre event Press
Releases

POST EVENT DURING EVENT

PR ACTIVITIES PR Process PR ACTIVITIES

● Distribute post event

● Event Coverage
press release
● Interview with the
● Share event success
guests
on radio and social
media
 PRESS KIT ITEMS

Brochure T-Shirt, Notepad

Pre Event Press Dr. Lal PathLab Voucher

Release, Factsheet,
Backgrounder
FACT SHEETS
BACKGROUNDER
 Organ Retrieval Banking Organisation
(ORBO)
Organ Retrieval Banking Organization has been set up at All India Institute of Medical Sciences (AIIMS), New Delhi,
with a purpose of encouraging organ donations, fair and equitable distribution and optimum utilization of human
organs. This organization is maintaining donor registration, coordination from procurement of organs to transplantation,
dissemination of information to all concerned hospitals, organizations and individuals, creating awareness, promotion of
organ donation and transplantation activities.

ORBO is situated in AIIMS's premises, which is easily reachable via Ring road in New Delhi. AIIMS is the only institution in
Delhi, that has facilities for all kinds of transplantation activities. Organ Retrieval Banking Organisation coordinates with the
hospitals, institutions and individuals for fair and equitable distribution of human organs.
ORBO has established a network with all the hospitals of Delhi, including private and government hospitals, which later on
will be expanded at national and international level. Participating hospitals / agencies have the infrastructure, and an officer
from each organization is nominated as nodal officer to coordinate with the ORBO.

With ORBO’s upcoming campaign, Got Organs? Donate (GOD), ORBO aims to take another step towards creating a
greater awareness about Organ Donation in Delhi. The primary focus would be on one, making the sign-up process easier
and more accessible and two, busting myths around organ donation which is a major reason that prevents people from
pledging their organs.
Brochure (Front)
Brochure (Back)
Voucher
T-Shirt Design

Notepad
Cover
 Submitted by:
Amrashree Mishra

Kritika Sony

Kushneet Marjara

Limra Jamal Siddiqui

Thank you