Tattoo for life

Every year, around 10,000 Germans await an organ transplant. However, due to a lack of donors, three of them die every day. It’s a surprising stat given that 84 per cent of citizens say they are willing to donate, but only 0,001% of the population actually become donors. 

Created by McCann, this genius initiative addresses this discrepancy, which is due to the fact that Germany remains an “opt-in” country for organ donation and has no national register for donors. The current law requires individuals to show explicit proof of consent.

However, Germans are fond of tattoos, with one in four being inked. This campaign offers people the chance to acquire an elegant geometric pattern – created by prominent Berlin-based tattoo artist Gara – for free at tattoo studios and events around the country. 

The regular tattoo consent form doubles as an organ donation consent form, thus #OPTINK acts as a proof of will. 

The design – a half circle juxtaposed against another half to become a whole – symbolises the gift of life that is organ donation. Making it body art with a lot of heart. Nice.