Junge Helden - "Opt-Ink - Medical tutorial "

McCann Worldgroup Germany

McCann Worldgroup Germany Frankfurt am Main, Deutschland

1766

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: Junge Helden
Länder: Frankreich

Werbende: Junge Helden

Titel	Opt-Ink - Medical tutorial
Agentur	McCann Worldgroup Germany
Kampagne	Optink
Werbende	Junge Helden
Marke	Junge Helden
Datum der ersten Ausstrahlung/Veröffentlichung	2023 / 4
Geschäftsbereich	Gemeinnützige Organisationen
Story	Every year, around 10,000 Germans await an organ transplant. However, due to a lack of donors, three of them die every day. It’s a surprising stat given that 84% of citizens say they are willing to donate, but less so once we see the real number of donors: only 0.001% of the population – a number that puts Germany among the lowest organ donation rates in Europe.
Philosophie	One in four Germans have a tattoo.  Enter #OPTINK, a free tattoo that makes you an organ donor. Created by organ donation awareness organisation Junge Helden and McCann, the tattoo was designed by prominent Berlin-based 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. Promoted through a campaign with the motto 'Get inked. Give life', the initiative allows Germans to get inked with the tattoo for free at tattoo studios and events around the country.
Problem	The current law requires individuals to show explicit proof of consent to become donors. Proof that can take any shape or form.
Ergebnis	The programme 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 arrives on the heels of 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 centers and record over 100 tattoos, which represent a potential of over 700 lives saved.
Medientyp	Interaktives Fernsehen
Länge	95 seconds
Werbeagentur	McCann Germany
Lead Front-End Developer	Chris Taylor
Head of Print Production	Oliver Hugo
Executive Creative Director	Cédric Astrella
Executive Creative Director	Donovan Bryan
Stellvertretender Creative Director	Guto Kono
Senior Copywriter	Schakir Islamow
Creative Director	Mateo Fernandez
Global Lead	Carmen Bistrian
Senior Copywriter	Gabriel Abrucio
Social Media Manager	Pierre-Jean Bernard
Chief Creative Officer	Julien Calot
Grouphead Web Development	Carsten Schneider
Motion Designer	Etienne Philippe
Group Experience Director	Darren Jones
Creative Excellence Manager	Connie Bedenk
Chief Creative Officer	Goetz Ulmer
Creative Director	Bjoern Seib
Produzent	Sabine Schmalenbach
Creative Director	Farah El Feghali
Art Director	Goncalo Gameiro
Etatdirektor	Jan Wilhelm
Head of Project Management	Alexandra Znaty
Etatdirektor	Hajar El Kalaji
Media Relations Manager	Julia Suedholter
Multimedia-Designer	Launde Morel
Software Engineer	Keith Charlton
Technischer Direktor	Behzad Noroozi
Chief Project Manager Digital	Justine Maroux
Project Director Digital	Duc-Huy Tran
Junior Account Manager	Constantin Muehlenhaupt
Bild und Kamera	Ian Scheer
Fotograf	Dirk Laessig
Creative Support	Pedro Americo