Over 10,000 people in Germany live in constant fear of death, because they are waiting, sometimes for years, for life-saving organs. On average three of them die every day, because only 955 people a year donate their organs after death.
If only you could order a life-saving organ online. After all you can buy almost everything else online, often with a next-day delivery. However, many seriously ill people wait many years for a donor heart, often dying before receiving one.
That gave Mediaplus Group and Plan.Net Group an idea to highlight the need for organ donors in Germany, for the Über Leben Foundation.
They launched an online BILD shop that appeared to have one time for sale, a human heart. The partners used a multi-platform content management system to display the “product ad” with the donor heart across all channels. The item on offer carried all the usual data and details, but the most obvious feature was that it was out of stock.
The product page explained the reason: there are not enough donors in Germany to match the number patients awaiting a transplant. With just two clicks visitors to the website could then fill in an organ donor card.
The campaign, HUMAN Heart: Out of Stock, triggered an increase of 220% in the number of people requesting the donor card, and 2.5 million media impressions resulted from the campaign.
Jorit Ness, managing director, Foundation Über Leben, commented, “The action was unmistakably clear – no life on order. In order to improve the situation of the organ donation in Germany in the long term, it is essential that many more people make the decision to donate during their lifetime. People need to decide whether they would like to save another life in the event of their own death. Only about one third of the German population has an organ donor card – we wanted to change that with this campaign.”
Agencies: Mediaplus Group, Plan.Net Group, Plan.Net Pulse, Serviceplan PR & Content, Serviceplan Solutions 1
Media Agency: Mediaplus
Digital Agency: meap GmbH
Sound Design & Music Company: Giesing-Team
Post-Production: Serviceplan Solutions 1
Global Chief Creative Officer, Serviceplan: Alexander Schill
Creative Director, Mediaplus: Ekki Frenkler
Creative Director Art: Moric Miro (freelance)
Creative Director, Serviceplan PR & Content: Bernhard Fuchs
Managing Director, Plan.Net Pulse: Carsten Popp
Head of Design, Plan.Net Pulse: Michael Sundermann
Trainee Creative Media, Mediaplus: Davide Mirabella
General Managing Buyer, Plan.Net: Michael Beuth
Lithograph/ Editor, Serviceplan Solutions 1: Johannes Lang
Client: Über Leben Foundation
Communication: Janina Röder, Carina Helfers & Martha Wesel
Managing Director: Jorit Ness