Gegen den
Tod Couture
Against Death on the Organ Waiting List
Germany is facing an organ donation crisis. Despite most German citizens being in favour of organ donation, less than 0.00115% are registered donors – one of the lowest rates in the world. Becoming a donor in Germany isn't easy. It requires an active consent to organ donation and a signature on an organ donor card, which you must carry with you. However, there are no regulations regarding the required form of the card.
Against Death Couture
Turning organ donation into a lifesaving fashion statement.
To address Germany's critical organ donor shortage, we launched the "Against Death Couture" campaign together with the NGO Gegen den Tod auf der Organ-Warteliste. This initiative transformed fashion into a platform for life-saving advocacy by creating a collection of over 70 garments, including T-shirts, hoodies, and jackets that double as official organ donor cards when signed.
Collaborating with eight prominent German streetwear designers, the campaign leveraged the legal flexibility in Germany regarding the form of donor consent, making it as simple as wearing a piece of clothing to declare one's intent to donate organs.
The collection was promoted through a robust social media campaign featuring influencers and individuals affected by organ donation, leading to the sale of thousands of items and potentially contributing to saving up to 24,500 lives.
Campagin:
Press Release
The campaign garnered media attention through PR packages designed to resemble organ transplant boxes.
Design Showcase
One of the collaborating designers hosted an online runway show to promote their unique fashion pieces.
Testimonials
The campaign featured testimonials from Germans on the organ waiting list, creating further awareness of the cause.
Social Universe
The entire collection and campaign were stitched together on a dedicated social page. Here, you could browse designs, read about the issue, and listen to the people affected by the organ shortage.
Role: Senior Copywriter
Agency: Proximity WW GmbH
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