BLOG DE ASCAP / Young Lions CR

BRIEF DE TRABAJO
FINALISTAS DE FILM.

** IMPORTANT: The advertisement should be done in english.

TOPIC: Organ Donation in Costa Rica

THE CLIENT:
ASOCIACIÓN COSTARRICENSE DE AGENCIAS DE PUBLICIDAD Y EMPRESAS DE COMUNICACIÓN COMERCIAL (ASCAP): Association that brings together leading companies from different branches of business communication.

The brief:
From 23 to 27 June, we celebrate the National Week of Organ and Tissue Donation Culture, date stated as public interest last year. However, after a year the culture of organ donation hasn´t taken great force in the Costa Rican population. In Costa Rica, only 3 and a half persons of every million people become donors.

Costa Rican law establishes clear rules that allow to donate a segment, an organ or tissues and there are also rules for the person that can be donated to.
It is necessary that the donor is an adult, in full possession of his mental faculties and in a suitable health condition for extraction.

Misconceptions about this topic:
Sometimes the family thinks that donating organs means prolonging the life of a loved one and creates fear.
People imagine that patients of transplant prolong his life but keep being sick. However, the procedure is the opposite, is the option to restore health.
The donation is one of the gratest acts of solidarity that we can make as human beings. You save a life.

Communication objective:
Encourage a culture of tissue and organ donation. The act of donating organs is of meaningful importance for the Costa Rican health system, in hospitals there are many patients waiting for transplants.

Target audience: Young adults in Costa Rica (18 to 35 years old).

Tone of voice: Powerful, appealing to the sense of solidarity.

Mandatory inclusions: ASCAP logo

Presentation requirements:
FILM:
Un corto en video de no más de 30 segundos de extensión. Formato: .MOV. de no más de 15MB de peso, en alta calidad.