HUMAN HEART - OUT OF STOCK

ClientSTIFTUNG ÜBERLEBEN
Category A07. Not-for-profit / Charity / Governemt
TitleHUMAN HEART - OUT OF STOCK
Product/ServiceORGAN DONATION
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation MEDIAPLUS Munich, GERMANY
Media Placement MEDIAPLUS Munich, GERMANY
Production GIESING TEAM MUNICH, GERMANY
Additional Company SERVICEPLAN GERMANY Munich, GERMANY
Additional Company 2 PLAN.NET Munich, GERMANY
Additional Company 3 MEAP GMBH Witten, GERMANY
Credits
Name Company Position
Alex Schill SERVICEPLAN GERMANY Global Chief Creative Officer
Ekki Frenkler MEDIAPLUS GERMANY Creative Director
Carsten Popp PLAN.NET GERMANY Managing Director
Michael Sundermann PLAN.NET GERMANY Head of Design
Davide Mirabella MEDIAPLUS GERMANY Trainee Creative Media
Michael Beuth PLANT.NET GERMANY General Manager Buying
Emanuele Fino PLAN.NET GERMANY Director Strategic Buying
Sabrina Duchow MEIDAPLUS GERMANY Creative Media Manager
Moric Miro Freelancer / Keyvisual Design Creative Director Art
Janina Röder Stiftung ÜBER LEBEN Kommunikation und Projektmanagement
Jorit Ness Stiftung ÜBER LEBEN Managing Director
Carina Helfers Stiftung ÜBER LEBEN Communication
Martha Wesel Stiftung ÜBER LEBEN Communication and Projectmanagement
Theresa Rzadki meap GmbH Project Manager
Bernhard Fuchs SERVICEPLAN GERMANY Creative Director
Johannes Lang SERVICEPLAN GERMANY Lithogrpah / Editor

Why is this work relevant for Media?

In contrast with other countries, in Germany you have to sign up voluntarily to be a donor. This means that over 10,000 people are desperately depending on just 955 organ donors each year. On average, three people die every day as a result. We created a radical campaign for Stiftung Überleben: we placed life-saving organs as products in online shops. But unfortunately they were listed as ‘out of stock’. The viewer was there fore made aware of the issue and could apply for an organ donor card with just a few clicks.

Background

Organ donation after death is a sensitive topic and is bound up with numerous preconceptions. In many countries an opt-out policy applies: this means that the residents of that country automatically become organ donors unless they carry an opt-out document with them. However, in contrast with other countries, in Germany you have to carry a signed organ donor card to indicate that you are a donor. This rather complicated opt-in solution means that in Germany over 10,000 people are desperately depending on just 955 organ donors each year. But the majority of the German population is positive about organ donation after death. Stiftung ÜBER Leben has set itself the goal of providing the basis for a personal and responsible debate on the topic of organ donation. In order to achieve this, the foundation wants to remove emotional and organisational hurdles to generate more potential donors.

Describe the creative idea / insights (30% of vote)

Sometimes you need a radical approach to raise public awareness of a sensitive topic – especially if there’s no media budget available. Our idea: what if you could buy human organs online? After all, you can order anything from home with a few clicks these days – with free delivery. So we looked for an online provider who was prepared to relax their sales regulations a little for our idea. We asked a far-reaching shopping platform to place a human heart at a bargain price alongside shoes, watches, clothes and all the everyday items that one might buy.

Describe the strategy (20% of vote)

In a creative composition, adapted to all the other bargains and offers from big brands. Our product composition: • The key visual: a realistic representation of a human heart, reminiscent of what you might find in an encyclopaedia or science textbook • Brand: HUMAN • Product: heart • Price: EUR 0.00 • Delivery: free • Brief description: human, infarct-free, regular heartbeat, used An offer that intrigued and confused people in equal measure. Many users wanted to know what was behind it. A heart for free? We found the perfect place at bildshop.de. Here, we were able to place our unusual product on the sought-after teaser page. (BILD is a German high-circulation daily newspaper from the famous Axel-Springer-Verlag and has its own online shop.)

Describe the execution (20% of vote)

No joke! With just one click, curious viewers were taken to a normal product page with all the usual sales information, reviews, detailed photos and product descriptions and recommended similar products. But suddenly the heart was no longer available. Our accompanying text explained the background of the crisis and our campaign. The message: we have too few organ donors in Germany, with the result that, in a year, three patients waiting for a transplant die on average each day. Everyone should decide whether or not they want to use their body to save lives when they die. In place of the ‘Buy now’ button, we added a button that took the user to the order form for a personal organ donor card. This was then sent by post free of charge and the orderer was then able to mark their decision on the card in private. v

List the results (30% of vote)

A bold decision often pays off, as shown by fantastic CTR of 3.29% on bildshop.de. Thanks to this unusual approach, Stiftung ÜBER Leben was able to generate twice as many donors during the campaign period compared to the previous month. (+220%) Furthermore, the approach was discussed in the media as a controversial issue and we made over 2.5 million contacts through our campaign – even without a media budget. But the most important thing is that we sparked a public discussion about organ donation and made many people who were undecided aware of the issue. Now many people realise that you can’t buy life-saving treatment.