Junge Helden “Opt Ink”
Activation
Every year, around 10,000 Germans await an organ transplant. However, due to a lack of donors, three of them die every day. Even though 84% of Germans say they are willing to become organ donors, only 0,001% of the population actually are. A number that puts Germany among the lowest organ donation rates in Europe. The reason for this is the current legislation in Germany is the so-called opt-in system. Which requires express proof of consent to organ donation.
At the same time, 1 in 4 Germans has a tattoo. Enter Junge Helden, a non-profit organisation that raises awareness about organ donation throughout Germany and #OPTINK, a free tattoo that makes you an organ donor. The idea turns a regular tattoo consent form into an organ donation consent form.
The tattoo was designed by prominent Berlin-based tattoo artist Gara to be immediately recognisable, scalable, and easily interpreted by other artists. The tattoo becomes 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 allowed Germans to get inked with the tattoo for free at tattoo studios and events around the country.
Optink even became a trivia question in the pop show ‘Who wants to be a millionaire’ at German TV RTL.
With the support from the medical community.
Awards and recognition
Cannes 2023 - Gold Lion: Social & Influencer - Cultural insight
Cannes 2023 - Silver Lion: PR - Not-for-profit
Cannes 2023 - Silver Lion: Direct - Not-for-profit
Cannes 2023 - Bronze Lion: Direct - Launch/Re-launch
Cannes 2023 - Bronze Lion: Media - Social behaviour & Cultural insight
Cannes 2023 - 7 Shortlists
London International Awards 2023 - Bronze - Creativity In PR
Effies 2023 - Care Award
Eurobest 2023 - Silver - PR
Eurobest 2023 - Bronze - Direct
Epica Awards - Silver - Social & Influencer
Epica Awards - Bronze - H&W
Epica Awards - Bronze - Direct
Gerety Awards 2023 - Gold: Health cut - alternative
Gerety Awards 2023 - Silver: Work for good cut - Alternative
The Drum’s World Ranking, #18 most awarded in Charity campaign category
Agency Credits
McCann Paris
McCann Germany
Weber Shandwick Germany
MRM Germany
MRM London
McCann Erickson Worldwide
Client Credits
Junge Helden e.V.
Anna Barbara Sum
Nicolas Höfer
Team Credits:
Adrian Botan: Global ECD, CCO McCann Europe, McCann Erickson Worldwide
Julien Calot: Chief Creative Officer, McCann Paris
Cedric Astrella: Executive Creative Director, McCann Paris
Farah El Feghali: Creative Director, McCann Paris
Mateo Fernandez: Creative Director, McCann Paris
Goetz Ulmer: Chief Creative Officer, McCann Worldgroup Germany
Donovan Bryan: Executive Creative Director, McCann Germany
Goncalo Gameiro: Art Director, McCann Paris
Gabriel Abrucio: Senior Copywriter, McCann Paris
Schakir Islamow: Senior Copywriter, McCann Germany
Bjoern Seib: Creative Director, McCann Germany
Guto Kono: Associate Creative Director, McCann Germany
Jan Wilhelm: Account Director, McCann Germany
Alexandra Znaty: Head of Project Management, McCann Paris
Hajar El Kalaji: Account Director, McCann Paris
Julia Suedholter: Senior Manager Media Relations, Weber Shandwick Berlin
Dominik Hennes: Senior Manager, Client Experience Digital, Weber Shandwick Berlin
Susan Kobs: Senior Manager, Business Development & Marketing, Weber Shandwick Berlin
Ilan Schaefer: CEO, Weber Shandwick Germany
Alice Reindlova: PR & Communication Manager, McCann EMEA
Petra Strobl: Chief Communication and Culture Officer, McCann Germany
Carmen Bistrian: Global Lead, Director of Product Excellence, McCann Worldgroup
Connie Bedenk: Creative Excellence Manager, McCann Worldgroup Germany
Etienne Philippe: Motion Designer, McCann Paris
Launde Morel: Interactive Designer, McCann Paris
Pierre-Jean Bernard: Social Media Manager, McCann Paris
Carsten Schneider: Grouphead Web Development, MRM Germany
Keith Charlton: Software Engineer, MRM London
Behzad Noroozi: Technical Director, MRM London
Justine Maroux: Chief Project Manager Digital, McCann Paris
Duc-Huy Tran: Project Director Digital, McCann Paris
Darren Jones: Group Experience Director, MRM Germany
Chris Taylor: Lead Front-End Developer, MRM London
Constantin Muehlenhaupt: Junior Account Manager, McCann Germany
Tattoo Designer
Gara @ Der Grimm Tattoo
Production Credits
CRAFT Paris
CRAFT Germany