Fortis Healthcare, war veterans pledge for organ donation

The initiative has been conceptualised by Leo Burnett India.

Fortis Healthcare, the super speciality hospital chain, has pledged itself to champion the cause of organ donation. The healthcare brand launched a new campaign '#MoreToGive' on the occasion of Indian Organ Donation Day, which is observed on November 27 every year.

The initiative has been conceptualised and created by Leo Burnett, India. In its newest phase, a film featuring war veterans went live on November 26, 2016, across digital channels such as YouTube, Facebook and other social media touchpoints.

Elaborating on Fortis Healthcare's pledge to the organ donation cause, Gaurav Dudeja, head of marketing, says, "There are five lakh people who die every year for want of an organ, and we have a mere 0.34 donors per million people. This number needs to change. We must provoke them (people) into questioning what's stopping them from doing an act as noble as pledging their organs. And that took us to the idea of 'More to Give', wherein Indian Army's disabled war veterans, who have lost their limbs in the service of the nation are taking the pledge to be 'Organ Donors', and showing us that they have more to give. I'm sure this will stop people in their ranks and make them wonder - 'what's stopping us?,'" he adds.

Speaking about the idea behind the campaign, RajDeepak Das, chief creative officer, Leo Burnett, South Asia, says, "An acute organ crisis in a country of over a billion people just doesn't add up at all. We, and Fortis, saw an opportunity to step in and make Indians aware of how it takes just a few people to inspire millions of people, who in turn will inspire millions. Army men and war veterans are looked at as the pinnacle of sacrifice in our country; we really don't have an excuse not to pledge our organs, if they can despite having done so much already."