“Sport has the power to change the world. It has the power to inspire, it has the power to unite people in a way that little else does.” — Nelson Mandela
Sport Club Recife is a football club in Brazil. As Brazilians are known die hard football fans, football is perhaps one of the way in which they can be influenced into doing something helpful for their community. As Mandela said, sport has a unique capacity of bringing people together, of uniting total strangers for a common cause. Following the example of another Brazilian team, Vitoria Football Club, who campaigned in order to raise awareness about blood donation, Sport Club Recife campaign for organ donation. Sport Club Recife has own of the most passionate supporters, which ultimately made the campaign to hit the right spot. The Immortal Fans campaign was highly acclaimed, and Oglivy & Mather Brazil was awarded with a Cannes Lion for it.
The aftermath of the campaign is impressive: over 50,000 people registered as organ donors ( more than what Sport Club Recife’s stadium can hold )after viewing the heart-warming ad, and organ donations increased by 54 percent in a year. Real patients, on the transplant list featured in the TV commercials, promising to love Sport Club Recife .”I promise that your eyes will keep on watching Sport Club Recife,” says one. “I promise that your lungs will keep on breathing for Sport Club Recife,” says another. “I promise that your heart will always beat for Sport Club Recife,” says a third.
The Immortal Fans donor card was created, in order to help club supporters associate organ donation with and after-death connection with their team. The card was available for download, through an app or via e-mail and it showed family members that in case of death, organ donation would be preferred by the deceased.
The results are indeed amazing, as they prove the power that sport has over people who love it, especially in Brazil, a country so connected to football. More than a great campaign, an example of unity for a cause and passion for a sport, Immortal Fans is an impressive initiative. What do you think? How far would you go for your favorite team?
References: adweek.com, theinspirationroom.com