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 stand visited 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.