Two years ago, one of Brazil’s largest soccer teams launched an organ donation campaign that has been saving lives ever since. Thanks to the “Immortal Fans” initiative, Sport Club Recife is now a major player when it comes to the health of Brazilians.
Recognizing the influence it has over many thousands of soccer fans, the leadership of Sport Club Recife decided that they should use their power “for bigger things.” Jorge Peixoto, the club’s vice president for social programs, believes that “every Brazilian is born with football in the soul.” It’s that belief that forms the core of the team’s movement to create a legion of “immortal fans” by having them donate their organs after their death.
The Passionate Appeal Has Worked
The heart of the campaign is the “Immortal Fans” video public service announcement that is shown before each soccer match in the team’s 35,000-seat Ilha do Retiro stadium. The video features Brazilians in need of transplants urging fans to donate their organs.
The theme is captivating. One man featured in the video, who is waiting for a cornea transplant, promises that the donor’s eyes will continue to watch Sport Club Recife. The video goes on to ask fans to sign up for a “sport donor” card.
Under Brazilian law, the surviving family makes the decision whether or not to donate the deceased family member’s organs. This is not an easy decision to make, especially if the family doesn’t know the wishes of the deceased regarding organ donation. By signing up for the sport donor card, it’s believed that it will be easier to openly discuss the issue with relatives.
According to reports by the BBC, the “Immortal Fans” initiative has been a success. More than 66,000 soccer fans have signed up for the card. Also, in the campaign’s first year, the transplant waiting list was reduced to zero in Recife, Brazil while the number of heart transplants in the region increased more than fourfold.
Cannes Film Festival Winner
The organ donation campaign has not only been a hit with soccer fans; it has also won over the advertising industry. Ogilvy & Mather of Brazil, the creators of “Immortal Fans,” won the Gran Prix award at the Cannes Film Festival. Adding to the authenticity of the campaign, the agency recruited real patients who were actually waiting to receive transplants to help make the passionate appeal.
