SOS Waiting

The strategy was to target people with a highly relevant message at a time when we had their full attention. Once we had the idea, we approached ACTIVE, Hong Kong's largest IT call waiting service provider, who agreed to support the campaign free of charge and offer it to all customers.

We recorded real patients who were waiting for organ donations and gave their messages to Hong Kong’s largest call waiting IT service provider. So, while you’re waiting for your call to be answered, you hear a message from people who have been waiting years for something far more important.