The Man and The Dog Inspiring Organ Donation
FATH (Fundación Argentina de Trasplante Hepático) is promoting the value of organ donation worldwide with “The man and the dog” (El hombre y el perro), a heart-warming commercial launched in association with Argentina’s National Organ Donation Day (30 May). The 90 second commercial is inspired by the story of Hachikō, a Japanese Akita dog who looked out for his deceased master for ten years after his death in 1925.
The Man and his Dog follows the story of an elderly man and his dog, establishing their bond in the opening part of the ad before the man suddenly collapses and is taken away by an ambulance. Our canine companion follows the ambulance to the hospital where he waits outside in vain for his master. Instead, he bonds with a woman who hospital staff rolls out on a wheelchair — the implication being that she survived thanks to the man donating his organs.
DDB Argentina did their work pro bono for Argentina Foundation Liver Transplantation (FATH), an NGO nonprofit that for 18 years ago has supported patients and their families who have to travel to Buenos Aires to perform studies and treatments linked to the pre and post transplant. FATH relies on support from businesses and individuals. Argentina viewers are invited to express their desire to be donors at Instituto Nacional Central Único Coordinador de Ablación e Implante (Incucai).
The man and the dog Credits
The Man and the Dog spot was developed at DDB Argentina, Buenos Aires, by executive creative director Beto Cocito, creative VP Hernan Jauregui, agency producer Diane Jackson, creative manager Pablo Banchieri and account director Daniela Tucci.
Filming was shot by director Rodrigo Garcia Saiz via Central Films North with executive producer John Barrerio and conceptualizer Leandro Custo, with local production through Rebolucion executive producer Patricio Alvarez Casado.
Editor was Matthew Wood at Whitehouse Post with assistant editor Caleb Hepler, executive producer Kristin Branstetter and producer Caitlin Morris.
Visual effects and design were produced at The Mill by executive producer Andrew Sommerville, VFX producer Samantha Letzler, 2D lead artist Randy McEntee, 2D artists Jonathan Freeman and Michael Sarabia, colourist Luke Morrison.
Sound was produced by Nicholas Papaleo at DDB Chicago. Music is “Stuff We Did”, composed by Michael Giacchino for the Disney/Pixar film Up.
Life is an amazing journey and the way we talk in marketing changes with the things that impact our lives. I recently lost my dad, and it’s made me look at things with a new lens.
My dad was an organ donor. My family’s tragedy became another family’s triumph. But more people need to become organ and tissue donors. The issue is a tough one. To become an organ donor you have to have to deal with the reality that you will die. But you can take comfort that you could help others live.
There are many ways to go about creating an emotional response to your work. One is by creating a tension between things that make us uncomfortable, like someone staring you down, almost scolding you with their eyes for not taking action. That can be dialed up and dialed down.
There are so many ways to grab attention. I hope more people become organ and tissue donors, to save others’ lives. While I miss my dad terribly, I know that he helped many others continue to be with their families.
Nicholas Climer is managing partner and executive creative director at Rapp.
See also: How a cancer nonprofit is using Comic Con in bid for new donors
Campaign: Paper Heart
Organization: Governo de Goiás
Agency: Box Comunicação
This ad by Box Comunicação for Brazil’s Governo de Goiás does a great job of making a tragic point. While simple in its execution, it quickly makes the visual connection between things we do every day, tapping into the emotions we feel around waste. This is a soft poke at emotions.
Organization: Argentinian Foundation of Liver Transplant (FATH)
Agency: DDB Argentina
The foundation, along with DDB Argentina, took another approach. While still using trash as a way to make the ad impactful, they took it to a much darker place.
Organization: Hospital São Carlos
Bolero created an ad that is a kick square in the gut. Combining organs and a gun make a very twisted and uncomfortable visual. It’s almost too much to look at, but it’s also very effective in making its point.
Campaign: Young Woman
Organization: France ADOT
Another approach to awareness is tugging on the heart strings, creating a more uplifting or lighter place to be like the soft voice in the room holding your hand as you consider this scary thing. BBDO for France ADOT has captured the emotion of the recipient of a transplant. The ghost of the donor is being embraced.
Campaign: Live Twice
Organization: Mexican Transplant Association
This campaign flipped the common story about giving someone else life by showing how a person with completely different life can save another. This execution feels very stock photo-like. It does not read as fast as some of the others here, but it creates a nice visual tension.
Campaign: Black Woman and Skinhead
Organization: Life Transplant Foundation
Change created an ad that is intriguing but the tension it’s creating could backfire. The combination of these two different figures is a really great way to show that we are all the same inside. However, it also creates an awareness that the life-saving organ donation could save the life of someone full of hate and racism. It could make people not want to donate after seeing this.
From the December 01, 2017 Issue of MM&M – Medical Marketing and Media
The degree of major histocompatibility complex matching between purebred Maltese and mongrel dogs using microsatellite markers
Microsatellites or STRs are di-, tri-, or tetra nucleotide repeats showing sufficient length variation in the alleles . Two polymorphic microsatellite markers, tetranucleotide repeats of (GAAA)n or (GATA)n, have been reported in dogs; one is C.2200, which is located in the MHC class I region near DLA-53, and the other one is C.2202, which is located in the MHC class II region near DLA-DRB2 .
Analysis of MHC matching between different canine breeds is necessary because it is difficult to find blood-related organ donors in companion dogs compared to that in humans. In addition, dogs have a higher transplant failure rate than human and feline recipients because of less effective immunosuppressants to control rejection; however, the reasons are not well-defined yet. Although kidney transplantation has usually been performed without MHC matching in feline patients due to difficulties in obtaining a transplantable organ from blood related donors similar to dogs, post-op prognosis is better than canine recipients . Based on previous literature, the median survival time of kidney transplant recipients from unrelated donors have ranged from 360 to 613 days in feline . In contrast, a previous report shows that the median survival time after kidney transplant was 24 days in canine recipients from unrelated donors .
Non-MHC proteins derived from different canine breeds could also induce chronic rejection . However, studies on kidney transplantation using MHC-matched mongrel dogs have shown that the post-op survival rate was much higher than that with MHC-unmatched dogs, indicating that these non-MHC factors are controllable by the administration of immunosuppressants . Similarly, as organ transplantation across racial groups have been overcome in humans, genetic differences due to race disparity between donors and recipients is not considered a major factor—in contrast to MHC matching .
Recently, ABO-incompatible organ transplantation has been widely used in human transplants by desensitization using plasmapheresis, immunoglobulins, B cell depletion via CD-20 antibodies and inhibition of complement activation . Although rejection may be induced by different blood type antigens, these desensitization techniques have rarely been used in dogs. Moreover, human antibodies have proven ineffective in dogs . Fortunately, most dogs have the same universal blood type, which is DEA1.1 positive ; therefore, obtaining canine donors and recipients with matching blood types is not a major constraint, as in human transplantation.
STR genotyping is a useful method for pre-operative selection for transplantation, not only in humans but also in dogs . Similarly, in humans, the degree of STR disparities between donor and recipient are associated with postoperative survival time, and moreover, severity of graft-versus-host disease (GvHD) . Therefore, knowledge of the degree of MHC matching is essential for successful results in organ transplantation.
Using the same breed of dog as the donor has been commonly considered for allogenic transplantation to reduce post-op organ rejection. In the present study, we compared the degree of MHC matching between Maltese, purebred, and mongrel dogs. The results showed that percentage of suitable pairs, which are identical or haplo-identical matching, were 4.76% in Maltese-Maltese, 5.13% in mongrel-mongrel, and 6.67% in Maltese-mongrel with no significant differences. The rate of selection of suitable individuals for allogenic transplantation among the possible canine donors would not be very different between the same and different breeds. These results suggest that dogs of the same breed are not necessary for acquiring matching organ donors.
In human, the probability of two randomly selected unrelated individuals are of matching type is very low and varies from race to race. According to a previous report, the probability of HLA matching are 1/11,000 for white American–white American, 1/98,000 for African American–African American, 1/113,000 for African American–white American, 1/29,000 for Asian American–Asian American, and 1/223,000 for Asian American–White American, respectively . In order to increases the probability, worldwide database through the organ transplantation center and marrow donor programs have been used. As results, now, approximately 75–90% of white American and 16–60% of African American patients have the possibilities to find HLA matched donor from unrelated individuals . However, even if HLA matched pair using cellular assays of compatibility, only 9.4% of donor-recipient pair were matched for all alleles of DRB1, DQ and DP in MHC class II using DNA-based identification . Therefore, methods are being developed to successfully transplant from HLA unmatched and unrelated donor, as mentioned earlier. In this study, MHC matching probability was relatively high between unrelated 2 dogs compared to previous human reports. This may have been due to the possibilities that dog have relatively less DLA disparity or we used different experimental approaches using microsatellite markers as compared previous studies using serological or DNA-based methods. In the future, active organ transplantation would be possible if organ donation program and cell bank systems of the companion animals are established.
There were a few limitations in the present study. First, only one breed, Maltese, was included in this experiment as the purebred group. Hence, additional purebred groups might be added for future studies. Furthermore, collecting samples from dogs from various regions and countries will be required to improve the reliability of the experimental results.
Despite MHC-matched transplantation, many animal and human patients have suffered from chronic rejection and diverse complications of immunosuppressants. Infection, malignances, nephrotoxicity, hypertension, gingival overgrowth, diabetes mellitus have been reported as complications of post-transplant immunosuppression, which deteriorates the quality of life for recipients . In order to improve the quality of life, development of new immunosuppressants or techniques with fewer side effects would be necessary. Recently, studies on organ transplantation without immune rejection using transplant tolerance created through mixed chimerism and patients-specific artificial organs developed using autologous stem cells have been reported . These might lead to optimistic improvement in rejection-free organ transplantation without the use of immunosuppressants in the future.
In conclusion, the present study is the first to compare the degree of DLA matching between purebred Maltese and mongrel dogs. Any breed of canine can be considered as organ donors. Our findings would be beneficial not only for veterinary clinical field but also for medical research using canine models.