"Spotlight of the Week" is a weekly published series that highlights what happens in the world of PR, Comms, Marketing, Advertising, Social. It's about the work that makes you think "Pssttt I wish I had come up with this idea". The work that matters. Or simply the ones (good and bad) that get people talking. The good and the not-so-good. So, what's in the news?
#OPTINK by Junge Helden and McCann Worldgroup Europe and London
Junge Helden and McCann teams in Paris and Germany transform tattoo studios across Germany into organ donation opt-in centers .
Every year, around 10,000 Germans await an organ transplant. However, due to a lack of donors, three of them die every day. It’s a surprising stat given that 84% of citizens say they are willing to donate, but less so once we see the real number of donors: only 0.001% of the population – a number that puts Germany among the lowest organ donation rates in Europe. This discrepancy can be attributed to the fact that Germany has not succeeded in passing ‘opt-out’ legislation and remains an ‘opt-in’ country for organ donations. Moreover, in Germany, there is no national register for organ donors.
The current law requires individuals to show explicit proof of consent to become donors. Proof that can take any shape or form.
One in four Germans have a tattoo. Enter #OPTINK, a free tattoo that makes you an organ donor. Created by organ donation awareness organisation Junge Helden and McCann, the tattoo was designed by prominent Berlin-based tattoo artist Gara to be immediately recognisable, scalable, and easily interpreted by other artists. The idea turns a regular tattoo consent form into an organ donation consent form, making #OPTINK act as a proof of will. Above all, the tattoo is a conversation starter and a statement to family members, making them aware of the person’s opt-in donor status – which is crucial, since relatives hold the final decision.
#OPTINK’s minimal geometric design reveals a half circle juxtaposed against another half to become a whole, symbolising the gift of life that is organ donation. Promoted through a campaign with the motto ‘Get inked. Give life’, the initiative allows Germans to get inked with the tattoo for free at tattoo studios and events around the country.
Dating show Love Language by Duolingo and Peacock
In an early April Fools’ Day stunt, Peacock announced a new show with language-learning app Duolingo: “Love Language,” purportedly following 10 “confident and flirty singles” from across the globe coming together “to share a house in paradise in hopes of finding true love.” The catch: None of them speaks the same language.
The only thing real about the show is the trailer, which is available on the Peacock and Duolingo apps and on social channels.
The fake show has real business goals: As part of the promotion for “Love Language,” visitors are offered 50% off three months of Peacock Premium (for a one-time payment of $7.49) through April 19. The ad-supported version of Peacock is regularly $4.99/month. In addition, you can sign up for one month free access to the Super Duolingo service (regularly priced at $12.99/month).
Source: Variety/Yahoo
Me, My Autism and I by Vanish and Havas London
Vanish, the garment care brand committed to helping clothes live longer lives, has unveiled its Channel 4 Diversity in Advertising Award-winning campaign, Me, My Autism and I.
Backed by £1 million worth of commercial advertising airtime across the whole Channel 4 network, it aims to nurture a conversation to broaden public understanding of autism – particularly in girls, who are three times less likely to receive a diagnosis than boys.
The new Vanish ad, created by Havas London with support from charity Ambitious about Autism, premieres tonight (Friday 31 March) during Gogglebox on Channel 4 – with an evocative docudrama film, produced by SMUGGLER London and shot by Oscar-winning director Tom Hooper, which tells the story of one autistic girl and the visceral importance of her hoodie.
Autistic girls are three times less likely to receive a diagnosis than boys(1), while new research from Vanish and Ambitious about Autism shows diagnosis for a quarter of girls takes two years or longer.
This research further reveals that 92% of autistic people are affected by sensory sensitivity, 73% use clothes to help regulate their senses, and 75% say keeping the look, smell and feel of clothes the same is important. Wearing familiar clothing directly affects the mood of 81% of autistic people, and an attachment to clothing was a factor that led over a third (34%) of autistic people to think they might be autistic. Strikingly, 98% of the autistic community think their lives would improve if the public had a better understanding of autism.
Ketchup Fraud by Heinz and Rethink
Kraft Heinz launched a new campaign centered around restaurants filling Heinz ketchup bottles with product from other ketchup brands.
“Ketchup Fraud” was inspired by a Snapchat post of a restaurant worker refilling a Heinz bottle with a generic brand. As part of the effort, Heinz is encouraging consumers to tag restaurants caught doing the same on the brand’s Instagram page, with the most tagged restaurant said to hear from Heinz.
The campaign, developed by Rethink, will see out-of-home activations in New York and Chicago along with social media, newspaper and magazine advertising.
The campaign launched on social media with a series of images showing the “fake” Heinz Ketchup served in restaurants across the country asking “Is that Heinz?” The agency also created a downloadable Instagram filter that lets users check the colour of the ketchup in their bottle, turning people into what it calls “the Heinz police.” Bottles featuring the new label have been distributed to different restaurants across the country.
