The Street of Life

Creative idea

The goal of the campaign “The Street of Life” is to attract the national attention to the topic of organ donation. The subject is neglected in Bulgaria where transplantations are the lowest among all EU countries, yet thousands are waiting for a new organ. Through a simple, yet highly symbolic act – naming the first street in the world after a local organ donor – the campaign sparked a nationwide conversation. “The Street of Life” not only gained coverage from most media outlets in Bulgaria, but provoked an institutional change that led to an increase in performed organ donations.

Brand name: The Documentalists Foundation
Advertiser / client: The Documentalists Foundation
Product / service: Civic journalism NGO
Campaign name: The Street of Life
Agency network: INDEPENDENT AGENCY
Agency: Noble Graphics
Web address: https://dokumentalisti.bg/dar/
Creative director: Tsvetelina Miteva
Art director: Emiliyana Kancheva
Copywriter: Dimitar Panayotov
Client account director: Samuil Petkov
Strategic planner / strategist: Zhelez Atanasov
Photographer: Alexander Nikolov
Director of photography: Georgi Kazakov