The Most Important Call in Life is the campaign implemented by theHemofarm Foundation, in cooperation with the Ministry of Health. The campaign was launched in 2016, in the aim of raising awareness about the importance of increasing a number of donors and transplantations in the country. In 2005, Serbia was at the bottom of the list of European countries in regard to the number of donor cards. With an important task of increasing the number of transplantations and reducing the waiting list, the campaign required a multi-layer approach: out of home advertising, PR and lobbying. The ultimate goal was Serbia’s accession to EUROTRANSLANT, the organisation of European countries with a unique waiting list, and the adoption of the Law on Organ Transplantation.
The major challenges were deeply rooted stereotypes and a taboo nature of this topic in the society, along with distrust and insufficient information provided to the public.
We opted for presenting the issue via persons dealing with it. Namely, we provided individuals with various diagnoses and of different age with an opportunity to explain the expectations and fears they live with: waiting for the most important call in life. The call saying that there is a donor.
The campaign was unrolled in two directions – the teaser phase and the reveal phase. The first direction aimed at raising public awareness, and the other focused on the demystification of this issue. Combined, they explained what each of us could do to change the organ transplantation statistics in Serbia.
In addition to testimonials, we encouraged celebrities to state their opinion in blogs and to sign a donor card. Furthermore, we organized a public debate in cities across Serbia with Biomedicina MDs. The Most Important Call in Life standvisited all relevant events in the course of two years: Mikser, Krokodil Festival, Belgrade Fashion Week, Belgrade Marathon, Orange Drive. The stand was also displayed at theatres and private healthcare institutions. Within the campaign, a visit of patients to the Serbian Prime Minister and participation in a public debate on the Law adoption were organized.
The Most Important Call in Life film combined all the testimonials of patients in the campaign and participated at the Free Zone Festival.
In the first year of the campaign, the Ministry of Health adopted the Hemofarm Foundation’s proposal and declared June 06 as the National Donor Day, which is now marked ever year through a range of activities in Belgrade and other large cities in Serbia.
After the continuous two-year campaign, the Serbian Parliament adopted the Law on Organ Transplantation, defining that each adult resident of Serbia is a potential organ donor.
An increase in the registration of donor cards in 2017 – 2018 and a higher number of transplantations.
The year of 2017 was marked as the year with the highest progress in organ transplantation, from 2 to 4.5 donors per one million people.
Exceptional and continuous media attention focused on the topic of organ donation and transplantation.
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