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Shatayu is a non-profit organization and organ donation awareness initiative supported by the Ganesh Housing Group. The organization works to dispel all the doubts and myths regarding organ and tissue donation, through awareness and educational campaigns.
One of Shatayu’s main goals was to dispel myths related to organ donation, which comes with a lot of stigma.
Brand awareness was very low.
Insomniacs utilized online emailers to a reach large audience and ask them to sign onto the campaign, supporting the cause of Shatayu. These emailers were designed in a way that if an individual wanted to sign up as an organ donor, they could fill a form in the emailer itself, without having to redirect to the website.
This fast and easy method achieved the target of reaching the maximum number of donors with a minimal budget.