The Liver People

Liver disease is on the increase throughout the world. In the UK for example, it is the biggest cause of premature death in women and second to heart attacks in men. Yet there is insufficient awareness of the body’s largest organ – responsible for 500 functions.

EASL (European Association for the Study of the Liver) approached Kindology to develop a public engagement campaign around its 50th Anniversary Congress in Vienna, to educate the public about the liver, how to care for it and prevent disease.

The concept developed included three elements:

  • The Liver People arrive in the city to engage with the public through an augmented reality programme showing off the liver. This generates PR activity and film content in the run up to the Congress.
  • A series of inflatable exhibition pods in a selection of key locations around the city. Each Liver Pod contains screen-based information about the Liver and those diseases that EASL wishes to prioritise. It also carries a sponsor’s logo.
  • Engagement of the congress delegates by bringing the campaign into the congress centre using various creative mechanisms such as a Liver Donation Tree.

All of this activity helps to enhance EASL in the eyes of its members, potential members, the media, governments, related NGOs and starts to bring it to the attention of the general public. It also offers EASL significant and unique opportunities to attract sponsorship for these new initiatives.