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Top 6: April 12th 2023
Interactive
Junge Helden: #OPTINKTop 6: April 12th 2023
Every year, around 10.000 Germans await an organ transplant. However, due to a lack of donors, 3 of them die every day. It’s a surprising stat given that 84% of citizens say they are willing to donate, but less so once we see the real number of donors: only 0,001% of the population – a number that puts Germany among the lowest organ donation rates in Europe. This discrepancy can be attributed to the fact that Germany has not succeeded in passing “opt-out” legislation and remains an “opt-in” country for organ donations. Moreover, in Germany, there is no national register for organ donors. The current law requires individuals to show explicit proof of consent to become donors. A proof that can take any shape or form. One in four Germans has a tattoo. Enter #OPTINK, a free tattoo that makes you an organ donor. Created by organ donation awareness organization Junge Helden and McCann Worldwide, the tattoo was designed by prominent Berlin-based tattoo artist Gara to be immediately recognizable, scalable, and easily interpreted by other artists. The idea turns a regular tattoo consent form into an organ donation consent form, making #OPTINK act as a proof of will. Above all, the tattoo is a conversation starter and a statement to family members, making them aware of the person’s opt-in donor status – which is crucial, since relatives hold the final decision. #OPTINK’s minimal geometric design reveals a half circle juxtaposed against another half to become a whole, symbolizing the gift of life that is organ donation. Promoted through a campaign with the motto “Get inked. Give life”, the initiative allows Germans to get inked with the tattoo for free at tattoo studios and events around the country.
Agency: McCann Paris, McCann Germany, Weber Shandwick Germany, MRM Germany, MRM London & McCann Erickson Worldwide RelatedAlso best this week |
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