Junge Helden e.V.: OPTINK

Junge Helden, Germany's leading organ donation awareness association, designed the free #OPTINK tattoo in partnership with acclaimed artist Gara and medical professionals to increase organ donations, motivate the government to enact a national registry and drive change in organ donation policy, normalise organ donation, and raise awareness by sparking conversations.

Campaign details

Title: OPTINKBrand: Junge Helden E. V.Product: Organ Donation RecruitmentIdea: McCANNCountry: Germany

Why is this work relevant for Creative Effectiveness?

In an era of passive activism, #OPTINK created active engagement that initiated concrete change on a life-changing issue (organ donation) in culture, politics and even Germany's health system.

#OPTINK went beyond awareness, transcending communication metrics and goals, igniting an ever-growing movement with lifelong impact.

Rooted in tangible action (getting inked), #OPTINK inspired 10,000+ people to become organ donors, turning a life commitment into a commitment for life.

This free tattoo...

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