Tattoos are hugely popular. One in four Germans has a tattoo. Being an organ donor is not. McCann is hoping to change that by turning tattoo studios across Germany into organ donation opt-in centres.
Every year, around 10.000 Germans wait for an organ transplant. However, due to a lack of donors, 3 of them die every day. It’s a surprising statistic given that 84% of citizens say they are willing to donate. The attrition rate is very high. Only 0.001% of the population actually opt-in and this number puts Germany among thelowest 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.
McCann and organ donation awareness organisation, Junge Helden, have developed #OPTINK, a free tattoo that makes you an organ donor. The tattoo was designed by prominent Berlin tattoo artist, Gara, to be immediately recognisable, 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, symbolising the gift of life that is organ donation. The initiative is being promoted through McCann‘s campaign with the motto, Get inked. Give life, and any German can get inked with the tattoo for free at tattoo studios and events around the country.
The program was first introduced at one of Germany’s most important tattoo events, Die Tattoo Convention in Braunschweig. The #OPTINK booth was not only fully booked for its entire duration, but the design also received an Honorable Mention in the convention’s contest. #OPTINK was then launched nationwide at Junge Helden’s 20th anniversary event, in the presence of the medical community, celebrities and well-established tattoo artists.
The campaign coincides with the 3rd anniversary of German parliament’s rejection of a bill to change donor policy from “opt-in” to “opt-out,” which would make everyone donors by default. So far, the campaign has already managed to turn tattoo studios all over the country into organ donation recruitment centres and record over 100 tattoos, which represent a potential of over 700 lives saved.
Credits:
Agencies: McCann Paris & McCann Germany, Weber Shandwick, MRM Germany, MRM London & McCann Erickson Worldwide
Production: CRAFT Paris & CRAFT Germany
Client: Junge Helden
Anna Barbara Sum Management, Co-Founder
Nicolas Höfer First Board of Directors, Co-founder
Teams:
Adrian Botan: Global ECD, CCO McCann Europe McCann Erickson Worldwide
Julien Calot: Chief Creative Officer McCann Paris
Cedric Astrella: Executive Creative Director McCann Paris
Farah El Feghali: Creative Director McCann Paris
Mateo Fernandez: Creative Director McCann Paris
Goetz Ulmer; Chief Creative Officer McCann Worldgroup Germany
Donovan Bryan: Executive Creative Director McCann Germany
Goncalo Gameiro: Art Director McCann Paris
Gabriel Abrucio: Senior Copywriter McCann Paris
Schakir Islamow: Senior Copywriter McCann Germany
Bjoern Seib: Creative Director McCann Germany
Guto Kono: Associate Creative Director McCann Germany
Jan Wilhelm: Account Director McCann Germany
Alexandra Znaty: Head of Project Management McCann Paris
Hajar El Kalaji: Account Director McCann Paris
Julia Suedholter: Senior Manager Media Relations Weber Shandwick Berlin
Dominik Hennes: Senior Manager, Client Experience Digital Weber Shandwick Berlin
Susan Kobs: Senior Manager, Business Development & Marketing Weber Shandwick Berlin
Ilan Schaefer: CEO Weber Shandwick Germany
Alice Reindlova: PR & Communication Manager McCann EMEA
Petra Strobl: Chief Communication and Culture Officer McCann Germany
Carmen Bistrian: Global Lead, Director of Product Excellence McCann Worldgroup
Connie Bedenk: Creative Excellence Manager McCann Worldgroup Germany
Etienne Philippe: Motion Designer McCann Paris
Launde Morel; Interactive Designer McCann Paris
Pierre-Jean Bernard: Social Media Manager McCann Paris
Carsten Schneider: Group Head Web Development MRM Germany
Keith Charlton: Software Engineer MRM London
Behzad Noroozi: Technical Director MRM London
Justine Maroux: Chief Project Manager Digital McCann Paris
Duc-Huy Tran: Project Director Digital McCann Paris
Darren Jones: Group Experience Director MRM Germany
Chris Taylor: Lead Front-End Developer MRM London
Constantin Muehlenhaupt: Junior Account Manager McCann Germany
Oliver Hugo: Head of Print Production CRAFT Germany
Sabine Schmalenbach: Producer CRAFT Germany
Ian Scheer: Cinematography
Dirk Laessig: Photographer & Tattoo Artist (Design
