France ADOT - "Fire"

CLM BBDO

CLM BBDO Boulogne Billancourt, France

Awards

5783

This ad is part of the ACT Responsible Collection

Brand: France ADOT
Country: France

Advertiser: France Adot

Title	Fire
Title (original language)	Incendie
Agency	CLM BBDO
Campaign	Don't Take Risks - France ADOT
Advertiser	France Adot
Brand	France ADOT
Date of First Broadcast/Publication	2007 / 4
Business Sector	Blood/Organ Donation
Tagline	Don't take risks , wait for death if you want to save lives.
Tagline (original language)	Ne prenez pas de risques, attendez dêtre mort pour sauver des vies.
Story	The TV commercial shows on the one hand that it is very difficult to be an hero and to save lives during his life but on the other hand, there is a better and easier way to do it : to commit themselves to donate their organs at their death .
Story (original language)	Les spots TV illustrent l'idée qu'il est très difficile dêtre héroïque et de sauver des vies de son vivant mais qu'il existe un moyen très simple d'y parvenir : s'engager à faire don de ses organes à sa mort.
Philosophy	France ADOT launches a national awareness campaign of in direction particularly to the 18-25 years old. Two commercials of 30 seconds each are increasing their awareness with accuracy and daring the young French about the question of the organ donations in order for them to determinate their personal choice and to have their willingness to be respected.
Philosophy (original language)	France ADOT lance une campagne nationale de sensibilisation qui sadresse tout particulièrement aux 18-25 ans. Deux spots de 30 sensibilisent avec justesse et audace les jeunes Français sur la question du don dorganes afin de les amener à déterminer leur choix personnel et à faire entendre leur volonté.
Problem	In France, almost 12 400 persons were in need of an organ transplant in 2006. If 5 000 of them have been realised , we have to notice that 229 persons died because of not having received a transplant on, time. In spite of a notable progression these last years, France keep facing a very important shortage of transplants. The reason is paradoxically due to the noticeable diminution of the road mortality, donators being mainly road traffic victims. Being the strategic population class for transplant, (68,2% of the 15/24 year old died in 2006 have been passed out because of violent death), young people are asking themselves about the fact to take action or not and take their donator card in order to enter into their undertaking and their will. However, a study made last year by the Biomedecine* agency shows that 84 % of them would be in favor and that 70 % would be agree for their organs to be removed in case of death. A majority of them underlined their lack a knowing concerning the concrete procedure of the organ donation and have the desire to be better informed in order to commit themselves conscientiously.
Problem (original language)	En France, près de 12 400 personnes ont eu besoin d'une greffe d'organes en 2006. Si 5 000 dentre elles ont pu être réalisées, 229 personnes sont décédées faute davoir reçu un greffon à temps. Malgré une progression notable ces dernières années, la France reste confrontée à une pénurie très importante de dons dorganes. Celle-ci est due notamment et paradoxalement, à la baisse sensible de la mortalité sur la route, les donneurs étant principalement des victimes daccidents de la circulation. Population qui reste stratégique pour le don d'organes, (68,2% des 15/24 ans décédés en 2006 lont été de mort violente), les jeunes sinterrogent sur le fait de « passer à lacte » et de prendre leur carte de donneur pour marquer leur engagement et leur volonté. Pourtant, une enquête menée lan dernier par l'agence de Biomédecine* démontre que 84 % dentre eux y seraient favorables et que 70 % seraient daccord pour que lon prélève leurs organes en cas de décès. Une majorité dentre eux soulignent cependant leur manque de connaissance sur les modalités concrètes du don et expriment le souhait dêtre mieux informé pour sengager en toute conscience.
Media Type	Television
Length	30 seconds
Market	France
Account Manager	Pascal Couvry
Account Manager	Mickaël Clair
Creative Director	Jean-Francois Sacco
Creative Director	Gilles Fichteberg
Art Director	Lucie Vallotton
Copywriter	Julien Perrard
Agency Producer	Guillaume Delmas
Producer	Martin Coulais
Photographer	Arnaud Potier
Director	Adrien Armanet
Advertising Manager	Marie-Claire Paulet
Production Company	Quad Productions