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SOS Waiting

Raising awareness of the urgent need for donors


  • Hong Kong Transplant Sports Association


  • Hong Kong


In Hong Kong, over 2,000 people are waiting for an organ donation. On average, they wait more than four years – all that time knowing that if a donor isn’t found, they could die.


The strategy was to target people with a highly relevant message at a time when we had their full attention. Once we had the idea, we approached ACTIVE, Hong Kong's largest IT call waiting service provider, who agreed to support the campaign free of charge and offer it to all customers.


We recorded real patients who were waiting for organ donations and gave their messages to Hong Kong’s largest call waiting IT service provider. So, while you’re waiting for your call to be answered, you hear a message from people who have been waiting years for something far more important.


Companies are already using the messages. And Active IT Solutions, the call waiting service provider, is now offering the messages to all new and renewing clients.

HK WT com SOS wating case study final

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2018 Kam Fan Awards

Media Single - Best use of Audio


2018 Kam Fan Awards

Media Single - Best use of Small Budget


2018 Kam Fan Awards

Radio & Audio Single - Best use of Audio


2018 Kam Fan Awards

Direct Single - Use of Mobile