#OPTINK
OPT-IN FOR ORGAN DONATION WITH A FREE TATTOO
TRUTH
Despite Germany’s advanced healthcare system, every day 3 people die awaiting an organ transplant. While 84% of Germans support organ donation, only 0,001% eventually donate. Mainly because the government maintains an “opt-in” system that requires explicit consent, while failing to pass reforms and implement a national organ donor register. Leaving final decision makers, family members, unaware of their loved one’s will. Yet, all it takes to “opt-in” is carrying proof of consent - whatever its form. 1 in 4 Germans are inked.
IDEA
#OPTINK is a free tattoo to become an organ donor, a statement and legitimate proof of will for final decision-makers: relatives.
DESIGN
Half a circle receives another half to become whole, symbolising the gift of life that is organ donation. Designed by acclaimed artist Gara and medical professionals to be unmissable, universal, modular and scalable. The minimalistic geometric shapes form the letters “O” and “D” for Organ Donor.
QUANTITATIVE RESULTS
+4500 TATTOOS RECORDED = +4000 NEW ORGAN DONORS = +28000 POTENTIAL LIVES SAVED (AND COUNTING)
With dozens of tattoos shared daily on social media, #OPTINK managed to create a permanent flux of new donors in a country where 3 people die every day.
+550 TATTOO STUDIOS TRANSFORMED INTO ORGAN DONOR RECRUITMENT CENTERS (AND COUNTING)
#OPTINK rallied tattoo artists and the ink community behind the cause, turning them into advocates and giving the organization a permanent physical presence across Germany (and abroad). A comprehensive artist playbook was created to streamline the collaboration process.
+3.0 BILLION FREE IMPRESSION (AND COUNTING)
Through primetime TV coverage, print and online press reporting, A-list celebrity and influencer endorsements, #OPTINK quickly became the talk of the town.
Giving people a trendy and appealing way to talk about a topic of delicate nature that is rarely discussed in Germany.
+252,000 WEBSITE VISITS IN 1 MONTH (+908%)
A one-stop-shop landing page aggregates all the information needed, including a map that allows users to get directions to the nearest participating studio.
x2 FOLLOWERS IN 2 MONTHS
#OPTINK leveraged the shareability of tattoos and the massive reach and appeal of artists to create an unofficial, yet efficient, national register on social.
QUALITATIVE RESULTS
MAKING ORGAN DONATION ACCESSIBLE
#OPTINK gave Germans a solution to express and record their decision to become organ donors in a system that offers none. Shortcutting an archaic law by directly informing final decision makers, relatives, with an unmissable conversation starter and valid proof of will.
A TATTOO THAT’S DOCTOR RECOMMENDED
Even though the final decision remains in the hands of relatives, Junge Helden constantly works to increase awareness within the medical community. So far, #OPTINK has been recognized by top-tier healthcare organizations and private clinics across Germany, e.g., German Federal Centre for Health Education, National Organ Donor Day, Charité Hospital Heart Center, West German Center for Organ Transplantation, The University of Essen, the Official Federal Portal for German Pharmacists, Athletes for Organ Donation, HY Studio, Klinikum Saarbruecken....
LIVING BILLBOARDS
Every new organ donor becomes our brand ambassador, carrying the meaning of the tattoo wherever they go, forever, and creating more awareness whenever they’re asked, “What is the meaning of your tattoo?”
SKIN IN THE GAME
A tattoo that comes with all the bragging rights, #OPTINK turned a life commitment into a commitment for life.
A SYMBOL FOR ORGAN DONATION
Today, the organ donor tattoo #OPTINK has become ubiquitous across Germany. People have spontaneously designed #OPTINK clothing, artworks and even avatars for the Sims! Tattoo studios in countries that do not require explicit consent (e.g. Belgium & France) have also joined the cause. #OPTINK is transcending tattoos to become a symbol for organ donation.
Get Inked. Give Life.
https://junge-helden.org/optink/en
