Wunderman contrasts the familiar with the shocking to encourage child organ donation plus...4 more compare and contrast campaigns.
A snapshot look at a trending campaign with a curated pick of past campaigns that use a similar creative approach in some way.
To change public perceptions and encourage parents to agree to child organ donation, the Wunderman Thompson UK team has launched an impactful campaign called ‘Consider This.’ The campaign was initiated after agency staff learned about their colleague, Katie’s situation. Katie and her husband, Graham, have a three-year-old son, Ralph, who is currently battling a rare liver cancer.
The campaign's print ads will appear across national media and juxtapose commonplace situations where children are waiting—like awaiting their birthday, Christmas, or ice cream—against the urgent need of children who are in dire need of a transplant. The ads further drive home the message by using lines such as, “Some kids can’t wait for Christmas. Others can’t wait for a new heart. Please consider child organ donation. Just registering could help shorten the wait for children in desperate need.” The integrated campaign is also supported by a heartfelt radio spot and campaign video.
Compare and contrast a familiar social norm with a shocking truth: Contrast the reality of a child waiting for a new heart with the familiar ritual of children waiting for playtime.
Below are four more campaigns that use a compare-and-contrast framework to powerfully communicate their message:
Natural Disasters | Amnesty | VLMY&R | 2019
Compare & Contrast The Before & After: Contrast the lack of natural disasters in Syria before man with the extent of disasters due to human conflict.
Kinder Eggs vs. Guns | Gun Sense in America | Grey 2013
Contrast the absurd truth with the problem: Contrast the absurdity of children being banned from Kinder Eggs with them being allowed to hold a gun
Drugs Set Your Timeline | Israel Anti-Drug Authority | McCann | 2012
Compare & Contrast The Before & After: Contrast the opportunities before and lost chances after of a fictional addict using Facebook Timeline.
$10 Head $100 Trainers | Bell's Helmets | 1980s
Contrast the absurd truth with the problem: Contrast the absurd value we place on designer trainers compared to what we spend on safety.
