Dutch donor-hoax proves controversial

donorshow.jpgThe initiative of Dutch broadcaster BNN caused some stir. Not only within The Netherland, but also abroad: here (BBC), here (ABC) and here (France24) amongst others. Just do a Google-search on “Dutch Donor Show” and be astonished by the results (894.000)… In short: BNN said to air a show in which a very ill patient (kidney failure) would compete for a donor kidney. Afterwards the transplant would be arranged.

While everybody was condemning the show (ethical mainly) I was never under the impression that this was for real. I could not imagine that this kind of television actually was goiing to happen. I thought of the whole initiative as a rather creative way to raise awareness for the ongoing problem we have in The Netherlands when it comes to a shortage of organ donors. Despite numerous campaigns done by the government and several ‘good causes’ during the years to alter this situation. None were successful. But now we had the whole country (and the world) talking about this topic. While the real issue was covered by the ethical discussion, I am sure that the common public is now more aware of the situation that ever before. In this respect the hoax can be regarded as a huge success. People actually were forced to really *think* about their point of view on being a donor or not. It is rather impossible now – after this hoax – to NOT have an opinion. Saying “I do not (yet) know” on the question “Are you going to be a donor?” puts you in a rather peculiar standpoint: either you are a convinced donor now. Or a convinced non-donor. The time spent in the Dutch government speaking about the moral ins-and-outs of this initiative, could – in my opinion – better be spent on discussion about solving the problem. As BNN puts it: “The problem is real, the waiting lists are real and the three candidates waiting for a kidney are real. The show was a fake. We deliberately caused a stir to raise awereness for this big problem”. Mission accomplished as far as I concern. Pity the ones that still talk about the means and not about the goal.

juni 8, 2007 | Filed Under creativity, guerilla marketing, news, remarkable 

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