Junge Helden e.V.: Opt.Ink. Get inked, give life – the organ donation tattoo

Junge Helden, Germany's leading organ donation awareness association, launched its #OPTINK campaign to tackle the low organ donation rate in Germany.

Campaign details

Brand: Junge Helden e.V.Agency: Universal McCann DeutschlandRegion: EMEA

Strategy

Objective

For their 20th anniversary, Junge Helden – Germany's leading organ donation awareness association – asked for a nationwide campaign that sparked conversations about the topic and its obstacles: opt-in barrier, lack of documentation, informing families.

Target Audience

In Germany, 84% support organ donation, but only 0.001% effectively donate.

This leads to 10,000 on transplant lists, with 1000 annual deaths.

The government maintains an 'opt-in' system which requires explicit proof of consent (whatever its form) to become a donor. Regardless of that, the final...

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