Title	THE ORGAN DONOR PRICE TAG
Brand	BEYOND RETRO SWEDEN
Product/Service	CLOTHES
Category	C05. Customer Retail / In-Store Experience
Entrant	ANR BBDO Stockholm, SWEDEN
Idea Creation	ANR BBDO Stockholm, SWEDEN
PR	ANR BBDO Stockholm, SWEDEN
Production	ANR BBDO Stockholm, SWEDEN

Name	Company	Position
Urban Wirdheim	ANR BBDO	Copywriter
Fabian Lakander	ANR BBDO	Art Director
Nayeli Kremb	ANR BBDO	Art Director
Jenny Canborn	ANR BBDO	PR Specialist
Channa Rogsten	ANR BBDO	PR and Planning Manager
Giustina Guariglia	ANR BBDO	COO & Account Manager
William Björnstjerna	ANR BBDO	Graphic Designer
Jacob Nathanson	ANR BBDO	Graphic Designer
Johan Hedinger	johanesque.com	Photographer

The Campaign

Recycling isn’t only about clothes. It’s also organ donation. In that sense, recycling has the ability to save lives. That’s the true power of recycling. In Sweden, 85% want to donate their organs. However, only 15% are registered donors. Swedes have limited knowledge of how to become donors and how easy it is. To reach the audience, we used an unused space that Beyond Retro has full control over: their price tags. We modified them so they would double as Organ Donor Cards, literally putting Organ Donor Cards in people’s hands, making it easy to become donors while shopping sustainable clothing. Tear off the donor card, fill it out, keep it in your wallet and you’re a valid donor. To stay true to the idea, we partnered with non-profit organization “More Organ Donation”, used 100% recycled paper in the price tags and had organ recipients as models in the campaign-material.

Campaign Success

40.000 Organ Donor Price Tags were printed and put on clothes in all Beyond Retro stores in Sweden. Printed in-store material and posters were set up all over the stores. To activate the target group, we launched the initiative with an event at Beyond Retro’s flagship stores in Sweden. People were invited to get info about the situation in Sweden, while getting an opportunity to shop and fill out their own donor cards. We ran print-ads in two of Sweden’s biggest magazines, as well as a film that was spread via Beyond Retro’s social platforms. Our partner, non-profit More Organ Donation, promoted the initiative through their own channels. Beyond Retro will continue printing Organ Donor Price Tags and put them on all of their stock. This is more than a promotional campaign; this is an initiative that Beyond Retro will continue with as a natural part of their brand promise.

Describe the success of the promotion with both client and consumer including some quantifiable results

By the first week, we knew that the initiative was a great success! We have seen an enormous interest and engagement from customers walking in to every Beyond Retro store in Sweden. The staff in Stockholm, Gothenburg and Malmö have been love-bombed. We have a potential reach of 20 783 600 earned media impressions. As we launched The Organ Donor Price Tag, mentions of “Organ Donation” increased by a whopping 263% on social media by the second week of the initiative! On Beyond Retro’s social platforms, there’s an increase of 1500% in views. Most importantly, every day 300 pieces of clothing that has the Organ Donor Price Tag attached to it, follow people home from Beyond Retro stores. That is 300 people per day, that can become potential organ donors in Sweden. This proves that Beyond Retro has really shown them the true power of recycling.

Explain why the method of promotion was most relevant to the product or service

Beyond Retro is a vintage clothing company with a strong social purpose – and today, sustainability is more important than ever. Beyond Retro want to prove the true power of recycling, beyond clothes. That it can actually save lives. According to a recent EU-survey, 85% of all Swedes want to donate organs. However, only 15% are registered donors. That’s why Beyond Retro made their price tags double as Organ Donor Cards, to engage and encourage more Swedes to actively take a stand for organ donation while shopping sustainable clothes at a Beyond Retro store in Stockholm, Gothenburg or Malmö.

Beyond Retro is a company with strong social purpose. Their mission is to reduce the abundant waste of clothes. Our strategy was to show Beyond Retro’s young target-audience the true power of recycling; that it can save lives. In a recent EU-survey, 85% of all Swedes want to donate their organs. However, only 15% are donors. Young people especially, have limited knowledge of how easy it is to become one. As Beyond Retro’s target-audience is young people, we had to make it easier and more available for them to become donors. Literally, by putting Organ Donor Cards in their hands. By using price tags as donor cards, Beyond Retro promote organ donation in the context of recycling – something their consumers are familiar with and in favour of. With this initiative, Beyond Retro prove the true power of recycling, showing that recycling is more than clothes. It also saves lives.