Title | Optink (135s) |
Brief | 3 Germans die every day awaiting an organ transplant.But only 0,001% of Germans donate their organs – because of an opt-in system that requires explicit consent without keeping record of it, leaving the decision to unaware families. Yet, all it takes to opt-in is carrying proof of consent. Whatever its form.25% of Germans are inked.#OPTINK is the free tattoo to become an organ donor.A valid proof of will that allows to express consent and inform decision-makers (families).A life commitment turned into a commitment for life.+550 tattoo studios involved and transformed into organ donor recruitment centers+4500 tattoos recorded = +31500 potential lives saved+2.8bi free impressions |
Agency |
McCann Worldgroup Germany
|
Campaign |
Optink
|
Advertiser |
Junge Helden
|
Brand |
Junge Helden
|
Date of First Broadcast/Publication |
2023 / 1
|
Business Sector | Blood/Organ Donation
|
Story | Every day, 3 people in Germany die awaiting an organ transplant. While 84% of Germans support organ donation, only 0,001% eventually donate. Mainly because the government maintains an "opt-in" system that requires explicit consent and fails to implement a national register. Leaving final decision makers, family members, unaware of their loved one's will. Yet, all it takes to opt-in is to carry proof of consent - whatever its form. 1 in 4 Germans are inked.#Optink, the free tattoo to become an organ donor. A proof of will. A statement. A life commitment, for life. |
Media Type |
Case Study
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Advertising Agency |
McCann Germany
|
Lead Front-End Developer |
Chris Taylor
|
Head of Print Production |
Oliver Hugo
|
Executive Creative Director |
Cédric Astrella
|
Executive Creative Director |
Donovan Bryan
|
Associate Creative Director |
Guto Kono
|
Senior Copywriter |
Schakir Islamow
|
Creative Director |
Mateo Fernandez
|
Global Lead |
Carmen Bistrian
|
Senior Copywriter |
Gabriel Abrucio
|
Social Media Manager |
Pierre-Jean Bernard
|
Chief Creative Officer |
Julien Calot
|
Grouphead Web Development |
Carsten Schneider
|
Motion Designer |
Etienne Philippe
|
Group Experience Director |
Darren Jones
|
Creative Excellence Manager |
Connie Bedenk
|
Chief Creative Officer |
Goetz Ulmer
|
Creative Director |
Bjoern Seib
|
Producer |
Sabine Schmalenbach
|
Creative Director |
Farah El Feghali
|
Art Director |
Goncalo Gameiro
|
Account Director |
Jan Wilhelm
|
Head of Project Management |
Alexandra Znaty
|
Account Director |
Hajar El Kalaji
|
Media Relations Manager |
Julia Suedholter
|
Interactive Designer |
Launde Morel
|
Software Engineer |
Keith Charlton
|
Technical Director |
Behzad Noroozi
|
Chief Project Manager Digital |
Justine Maroux
|
Project Director Digital |
Duc-Huy Tran
|
Junior Account Manager |
Constantin Muehlenhaupt
|
Cinematography |
Ian Scheer
|
Photographer |
Dirk Laessig
|
Creative Support |
Pedro Americo
|