Campaign Background
Promoting “organ transplants” has generally required more intensive forms of communication, often involving in-person activities such as drives held at hospitals or at outdoor fairs to get people to sign organ donation consent forms. But the demographics those events tend to reach lean older. At the end of 2020, the center wanted to use digital tools to raise awareness of organ transplants and organ donation among younger people.
Considerations
Looking at the Taiwan Organ Registry and Sharing Center’s website, information was displayed in great detail, and it was impossible for digital natives to quickly and accurately understand the significance of organ transplantation in a short amount of time. On the center’s fan page, the website’s information was incomplete and relied mostly on articles re-posted from the news media, and it was not helpful to the target audience’s understanding of the issue. So the idea was to create a platform to more effectively reach target audiences, and go beyond just the landing page to achieve that. See how CheeseAd took this to a new level.
Ads Playing on Old Dilemmas Used to Attract the Interest of Target Audiences
Created polling ads and placed them on Facebook and Instagram to catch the eyeballs of digital natives
Limited-time Dynamic Ads Promote Interaction
Interacted with netizens by posting limited-time dynamic questions that users answered in real time, allowing us to see what people were thinking.
Using Instagram Multiple Image Posts
Multiple image posts were used on Instagram to convey many moving stories of organ transplant cases, hoping to increase interaction with target audiences and accounts.
