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Opt Ink

Lions Awards (5)
Gold Lion : Social & Influencer
Silver Lion : Direct, PR
Bronze Lion : Direct, Media
CLIENT
Junge Helden
BRAND
Junge Helden
REGION
Europe & UK
CATEGORY
Craft Design
Direct
Health
Media
PR
Social & Influencer
Titanium
INDUSTRY
NGO
DESCRIPTION

Three Germans die every day awaiting an organ transplant despite the fact that 84% of citizens say they are willing to donate. That’s because only .001% of Germans end up donating their organs due to the country’s opt-in system that requires explicit consent from individuals without maintaining an official record of their consent. The answer? A tattoo.

The “Opt Ink” campaign for organ donation organization Junge Helden offers Germans—25% of whom are already inked—a free tattoo designed by renowned ink artist Gara that serves as proof to loved ones and medical professionals of the individual’s consent to donate their organs. The program, created by McCann Paris and McCann Frankfurt, was introduced at major tattoo conventions in Europe, and more than 250 studios have effectively become organ donor recruitment centers by offering the Opt Ink tattoo for free. So far, more than 2,500 individuals have gotten the tattoo, potentially helping to save more than 17,500 lives. The campaign also garnered more than 1.2 billion impressions with the help of influencers across the tattoo and medical communities.

AGENCIES
McCann Paris
McCann Frankfurt
.Weber Shandwick Berlin
MRM Germany
Craft Germany
MRM London