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, since annually there are only 955 people who donate their organs after death.
So Mediaplus Group and Plan.Net Group collaborated on ‘HUMAN Heart. Out of stock’ – a campaign for the Über Leben Foundation designed to illustrate how many lives could be saved if more people signed up as a donor or made donations. An extraordinary online BILD shop was launched, carrying an offer with all the usual data and details, but the item was particularly unusual: a human heart.
Mediaplus Group and Plan.Net Group also used a multi-platform content management system in order to be able to display the “product ad” with the donor heart across all channels. Unfortunately, visitors to the page found that the heart was out of stock. The product page explained the reason: because there aren’t enough donors in Germany to alleviate the situation of patients awaiting transplant. With just two clicks visitors to the website could fill in an organ donor card.
In Germany you can voluntarily carry a donor card with you. The message of the campaign was to encourage people to carry a donor card: you can’t place an order to rescue your own life. One reason for the low number of donors in Germany is that many people have not yet made a decision on the question of whether they would like to donate their organs in the event of their death or filled in their organ donation card.
As a result of the initiative there was 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:
The action was unmistakably clear – no life on order. In order to improve the situation of the organ donation in Germany lastingly, 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.
Agency: Mediaplus Group, Plan.Net Group, Plan.Net Pulse, Serviceplan PR & Content, Serviceplan Solutions 1
Client: Über Leben Foundation
Campaign / Title: ‘Delivered – No Life On Order’
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
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
Creative Director Art: Moric Miro: Freelancer
Creative Director, Serviceplan PR & Content: Bernhard Fuchs
Lithograph/ Editor, Serviceplan Solutions 1: Johannes Lang
Stiftung ÜBER LEBEN
Communication: Janina Röder & Carina Helfers, Martha Wesel
Managing Director: Jorit Ness