Charity case study: “World’s biggest asshole” promotes organ donation

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This new online video campaign from Donate Life uses dark comedy to show how even the “world’s biggest asshole” can do something very positive through organ donation. See why it’s our video viral of the week below…

The ad, created by The Martin Agency from American organ registry Donate Life tells the tale of follows Coleman F. Sweeney and shows off the sleazy and obnoxious antics that have earned him the dubious honour of the “world’s biggest asshole.

The short film see’s Sweeney give cigarettes to small kids, stealing other people's laundry and being mean to animals, children and disabled people.

However, the film’s twist shows that after his untimely death while arguing over a diner meal, Sweeney, his waitress discovers on his license that he's signed to be an organ donor.

His parts go on to save the lives of a diverse group of good people, including a teacher and a veteran and the final scene shows them all at his graveside paying tribute to him.

The film ends with the words: "Even an asshole can save a life."

The film will run online, with outdoor work running in select markets. The campaign also features a mural set up by the fictional waitress in the film (see below).

Wade Alger, group creative director for The Martin Agency, told Ad Week the thought behind the genius idea.

He explained: ‘You could live your entire life as an asshole, but if you did one good thing, make that one good thing donating your organs when you’re no longer with us.

‘It was really great. I’m glad that the world finally gets to meet the world’s biggest asshole.’

The strategy behind the campaign is to reframe a conversation most people want to ignore in order to motivate people to sign up to become an organ donor.

Donate Life has seen a drop in millennials signing the paperwork to agree to be an organ donor in recent years.

According to the organization, 120,000 men, women and children are currently awaiting organ donation in the US

The campaign is designed to act as a wake-up call that will reinforce how easy saving a life can be, while pointing out that almost anyone can do it.

If you live in the UK, all you need to do is fill out an online NHS form, which takes two minutes.

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