Brazilian Association of Organ Transplant: Like Donation

Leo Burnett Tailor Made created for ABTO (Brazilian Association of Organ Transplantation) the campaign "Like Donation" with the purpose of encouraging organ donations. The initiative makes use of the like symbol used by the social network Instagram - the heart. The communication counts with the partnership of more than 30 photographers - like Fabio Battaglia and Marcos Alberti - who have profiles on the social network. These professionals have donated some of their own clicks to the campaign, displayed via sponsored link on Instagram. Along with the image is the text "Donate Yours" and, when liked, the heart symbol completes the message (see images below). In the caption the photographer says that he "donated this picture and the chance for someone to continue sharing the world #sejaumdoadorABTO (#beanABTOdonor)", seeking to encourage the public to access his work, which brings with it a message explaining the movement’s importance and need.