The following campaign was created with 100% emotional intelligence.

It was based on an uncomfortable truth: only 1 in 3 Peruvians is an organ donor, and many times it’s not because they can’t donate — it’s because of excuses.

Unexpected Donors was a group of real people whose national ID showed they were willing to save lives. Even though a disability prevented them from donating one organ, they could still donate others.

There were no excuses.

A blind man who couldn’t donate his corneas said there was no need for drama — he could still donate his heart and pancreas.

A woman with a pacemaker, whose heart wasn’t in great condition, said her pancreas was almost intact.

A man with only one lung could still be clinically able to donate the other after passing away.

A firefighter whose skin had been scarred by fire could still donate what little he had left.
“Little — but worse would be nothing,” Eduardo said in the video.

Even a young woman recovering from pancreatic cancer still had hope. She had also changed her ID to become a donor so she could save one life — or maybe more.

This campaign was created one year ago. It never appeared in traditional mass media, but I decided to share the process out of respect for the people involved — their effort, their time — and especially for this group of real individuals who, without seeking fame or recognition, voluntarily came together to ask us one simple question:

What’s stopping you from becoming a donor?

Role: Creative Director / 2025