BACKGROUND Unlike other countries, in Germany you must explicitly confirm that you want to donate your organs. But you don’t really need an official donor card for that. All you need Is a simple piece of paper and your signature. And still three people in Germany die every day because of the severe lack of organ donors. Although 84% of Germans think organ donation is worth supporting, only 39% have organ donor card.

IDEA To make the process to become an organ donor easier than ever before, we used our checkout receipts and added officially approved organ donor cards to them. We gave them to our customers with every purchase. In that way we lowered the barrier for our customers to make the move and become an organ donor. With our initiative we actively spoke to our customers and raised awareness where they at least expected it. We kickstarted people to talk about organ donation and even signing their own donor card directly in our store.

EXECUTION For three days, starting on German organ donation day, we printed organ donor cards on every checkout receipt. To make sure they weren’t overlooked, we printed them where our customers usually found our popular coupons and promotions. And we had them officially approved by the German ministry of health education.

RESULTS In only three days we distributed more organ donor cards as the ministry of health and education in the year 2020. In total we handed out over 4 million organ donor cards. Without spending a single Euro. Our initiative raised a discussion about organ donation amongst our customers and got them talking directly with us. In that way we could build and extend the personal brand experience of our customers and we brought the topic of organ donation back into the national spotlight.