Publicis Middle East and King Faisal Specialist Hospital promote organ donation with new campaign

Publicis Middle East has created a new campaign for King Faisal Specialist Hospital & Research Centre (KFSH&RC) that brings attention to the value of organ transplantation through a simple idea: we live on through what we give.

Titled 'Strangers', the three-minute 44-second film tells the stories of eight people whose lives were saved by a single organ donor. Without dramatic twists or overstatement, the film lets the idea speak for itself, showing how one act can create a lasting legacy through others.

Muhannad Abdullah Kadi, chief corporate communications and marketing officer, King Faisal Specialist Hospital & Research Centre: “Through this film, we’ve tried to create a purpose that people could relate to and truly feel. Organ donation and the subsequent transplantation aren’t just procedures - they contribute to continuation of life for others. The film reminds us that even when we are gone, we can still give the most meaningful gift there is: time, hope, and a future to someone else.”

Rather than treating organ donation as a public awareness topic, the campaign frames it as a human decision - one that offers time, possibility, and a future to someone else. The campaign achieved a 98% view-through rate, with viewers watching the full three minutes and 44 seconds. It generated 100% positive sentiment in 23 markets that it reached.

Tahaab Rais, chief strategy officer, Publicis Groupe Middle East & Turkey and the film’s director: “We wanted to tell a story that makes people stop and think. There’s nothing more powerful than the idea that something of us can live on through others. And an organ donor can help impact up to eight lives. That’s what we leaned into. The clues throughout the film allude to the transplant the people have benefitted from. And the response has shown that when the message is honest, people listen.”

With Strangers, King Faisal Specialist Hospital & Research Centre strengthens its voice in the field of transplantation, bringing attention not just to the science behind the procedures, but to the meaning behind them.