Mastercard / Germany / 2024PR Stunts · Design & Packaging · Digital & Tech
Life Donor Card.
Mastercard let German cardholders record their organ donation decision directly on their payment card, turning an everyday object into a donor declaration.
- Brand
- Mastercard
- Agency
- MRM Germany
- Market
- Germany
- Region
- Global
- Year
- 2024
The challenge
Most Germans support organ donation, yet fewer than half have documented it, and far more people carry a bank card than a donor card.
The idea
Through the VIMpay app from issuer PayCenter, users opted in and selected which organs they were willing to donate. The declaration was printed on the back of the card and became valid once the holder signed it, and it could be changed or withdrawn at any time. PR, influencers and support from transplant associations amplified the pilot.
Case study source: Activation Ideas Source ↗
