Jayden Cummins is a Sydney man who had recently had a life-saving heart transplant after heart failure brought on by a deadly bout of the flu. He was creating a film, ‘If I could talk to my donor’, that brought together the recipients of organ donations to say thank you to their donors. The film was created in association with Donate Life and we were asked to create a campaign that got people to watch the film and ultimately sign up to be an organ donor.
We created an ambient media campaign that showed the recipients of the organs with a simple message ‘thank you’. A URL drove people online to watch the film. Working with photographer, Romello Pereira, we captured each person’s portrait just before they went on set to shoot their segment of the film. We also asked them to write what they were thankful for in their own handwriting which we then brought through to the posters as an added, personal flourish.
