Fortis Hospitals: Honor the Donor

Fortis, the chain of hospitals, launched the first ever organ donor symbol to tackle the cultural taboo against organ donation in India.

Campaign details

Brand: Fortis HospitalsBrand owner: Fortis Hospitals LimitedAgency: Leo Burnett IndiaMarket: IndiaIndustries: Healthcare services, providersMedia channels: Cinema, Events & experiential, Integrated, Merchandise & free gifts, Online video, Public relations, Radio & audio, Socialmedia, Television, Websites & micrositesBudget: 1 - 3 million

Executive summary

This campaign translated a cultural taboo into cultural currency. The fight to get people to sign up for organ donation had been going on for 25 years, but with limited success. With 15 people dying every day waiting for an organ, it was...

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