One of the main motivators behind the new work for Donate Life is to encourage millennial men to become organ donors, as that demographic has dropped off in recent years. Overall there are currently 120,000 men, women and children waiting for a organ donation, and roughly 8,000 of those people, about 22 per day, die each year because they won’t receive the organs they need in time. By signing up, a millennial could save as many as 50 lives. The Martin Agency felt one of the best ways to capture the attention of young men in the U.S. was through a bit of crude humor and dirty language, explaining “World Biggest Asshole” campaign name.
The leverage to depict a horrible or evil character to make your point is an old monkery trick. Even more satisfying when it’s all for good.