A thousand transplants, a thousand stories

“If we have two kidneys, it’s so we can give one away”. None of us would dare to say something like that. It is why we turned to them: recipients and donors who talked openly of the fear they felt when getting a family member or friend to enter the operating theatre or the love that led them to make a gesture as selfless as donating their kidney. This was how “The place where love cures fear” was born. Because something as big as fear can only be overcome by something just as big. Love.

It was abundantly clear to us that anything our protagonists could say would be much more valuable than some catchphrase we might come up with for the campaign. So, we decided not to write anything that was not based on their words. Yes, that’s right, they did our jobs for us. And what a fantastic job they did. We created short pieces for social media that took you to their stories: conversations between fathers and sons, brothers, couples, and even friends.

A range of different stories that shared a common message: giving a kidney is the best decision that they ever took. In the graphic campaign, we used their words to move from the recipient’s fear or denial to the donor’s love, thereby recreating the kidney donation process. It was easy. All we had to do was switch on the camera