Fortis Healthcare and war veterans have #MoreToGive for organ donation

By A Correspondent

 

Leading hospital chain Fortis Healthcare has pledged itself to champion the cause of organ donation with a new campaign ‘#MoreToGive’. The initiative has been conceptualised and created by Leo Burnett India. A film featuring war veterans went live on November 26.

Elaborating on Fortis Healthcare’s pledge to the Organ Donation cause, Gaurav Dudeja, Head of Marketing said: “Fortis was set up with the higher purpose of saving and enriching lives, and upholding that purpose is an ongoing journey for us. It therefore puts a moral responsibility on us to bring about a change in the Organ Donation culture in India…. We believe that change like this can only be made possible by a hard-hitting and powerful dig at people’s conscience.”

Speaking about the idea behind the campaign, RajDeepak Das, Chief Creative Officer, Leo Burnett, South Asia said: “An acute organ crisis in a country of over a billion people just doesn’t add up at all. We, and Fortis, saw an opportunity to step in and make Indians aware of how it takes just a few people to inspire millions of people, who in turn will inspire millions. Army men and war veterans are looked at as the pinnacle of sacrifice in our country; we really don’t have an excuse not to pledge our organs, if they can despite having done so much already. I am glad that we could partner Fortis in this vital cause.”