ABOUT

Background: In Germany, around 9,000 people are waiting for an organ donation. And every day two of them die because they had to wait too long for a transplant. We asked ourselves: How can the BVG – the public transport company of Berlin – use its reach to turn a simple ride into an emotional and lifesaving event? Idea: The BVG is the heart of Berlin, it is the pulse of the city and keeps it alive. But what would happen if this heart suddenly stopped? Execution: On September 29, World Heart Day, the whole BVG paused for a moment. At exactly 8 a.m. all passengers in the trains, busses and metros stopped for an impressive message that came from the heart: a real organ donor addressed all passengers via video announcement and appealed to them to become a potential organ donor. But the message does not only reached people in our vehicles, but also at all stops, via OOH, as well as online – turning the surprising interruption of our vehicles into an event that nobody could miss. In Berlin and whole Germany. Results: For this cause, 500.000 organ donor cards in the colour of our bright yellow heart were available in all BVG vehicles, bus- and train stations. All of them (and even more through our website) were distributed. The result: One in seven Berliners is now carrying one of our cards in their pocket – keeping hope and people alive.