Organ Donor Foundation: The exchange

This case study describes how the South African Organ Donor Foundation used fashion to save lives.

Organ Donor Foundation: The exchange

Native VML

Only 1% of South Africans are organ donors.

In a society driven by consumerism, fashion and popular culture have become more important than human life.

But what if fashion could actually save lives? Rather than fighting consumerism, we used it to our advantage.

We created The Exchange. The world's first fashion boutique where you can't buy anything with money but only with the currency of life – your organs.

As an initiative for The Organ Donor Foundation, we opened a pop up store in a popular Cape Town mall.

We created a powerful...

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