Discover how the Life Saving Wallpapers campaign created the first mobile organ donor card with a collaboration between Facebook's Creative Shop, creative agency Jung von Matt, artist representation agency kombinatrotweiss and NGO Junge Helden
In Germany alone, more than 9500 people are on the waiting list for an organ—yet most Germans don’t have an organ donation card.
In fact, the country’s organ donation rate is almost three times lower than the United States and four times worse than that of the world leader, Spain.
This is in spite of the fact that one study by Germany’s Federal Center for Health Education showed 82% of people are in principle open to organ donation.
Junge Helden is a non-profit dedicated to creating a dialogue around organ donation and raising awareness of the topic.
Along with German creative agency Jung von Matt and artist representation agency kombinatrotweiss, they partnered with Facebook’s Creative Shop to come up with a solution to the challenge of low sign-ups.
Their plan?
Drive awareness through Life Saving Wallpapers that and generate more sign-ups to the organ donor list.
A campaign with artists at the heart
The team worked together to produce the very first mobile organ donor cards. Partnering with over 50 creators, they created a variety of designs which users could choose from to make a recognised digital organ donor card.
Instagram users were invited to take a screenshot of their favourite wallpaper design and use their phone's picture editor to fill it out their details.
By doing this, people were quickly and easily able to create a recognised virtual digital organ donor card.
‘How to’ ads on Instagram helped teach people about the simple mechanism to create this virtual donor card.
1.1m total campaign reach
4.6m ad impressions
Bringing a cause to life on Instagram
Isabella Jorgensen, a strategist with Facebook’s Creative Shop in Central Europe, said: “The campaign shows the many design possibilities that Instagram Stories Ads offer to draw attention to these matters.”
The simple, yet effective campaign soon went viral, reaching over 1.1M people and attracting praise from some of Germany’s biggest media outlets and celebrities.
Although the simple screenshot mechanism makes it difficult to measure the exact uptake of the backgrounds, many users self-reported using the wallpaper, and the campaign helped grow the number of Junge Helden’s Instagram followers from 2,200 to almost 8,000 followers in just a few weeks.
“Life Saving Wallpapers is a great example of how topics like organ donation also have their place on Instagram,” said Jorgensen.
8.5 percentage point increase in ad recall
88k incremental lift in people aware of the Life Saving Wallpapers
Click here to visit Junge Helden's Instagram page and learn more now.
“The Live Saving Wallpaper campaign is one of our most successful campaigns so far, with overwhelmingly positive feedback in the media and on Instagram. Users really appreciated the convenience and simplicity to access the donor card. This all wouldn’t have been possible without the idea from Jung von Matt and the support from kombinatrotweiss and Facebook. We are extremely grateful for the passionate effort and the perfect teamwork that went into it.”
“Asking people that have seen the creatives about their awareness levels and comparing their responses to those that have not is a great way to measure the impact on brand. In this case, it proves the power of combining creative excellence that resonates with the audience with an amazing cause.”