In order to raise awareness to the importance of being an organ donor, we did an activation by using the most popular sport in Brazil: football. We made use of the greatest symbol that a football team possesses, its team badge, and we invented a new way to making substitutions during matches.

To show Brazilians the importance of being a donor, we used the national passion: football. Partnering with Vitória, one of the biggest teams in Brazil, we created a new uniform. A jersey with a detachable velcro badge. The action was launched during a game of one of the country’s major national championships. We invented a new way of making substitutions. For the first time, first team players left the field literally donating the badge on their jersey to the second team player, who entered the pitch wearing a badge-less uniform. The concept of the campaign is "when the game is over for one person, it can continue for someone else." Vitória has been doing this action in all its matches since then.

The activation reached an audience much wider than that of the fans of Vitória, a football team from the state of Bahia. This new way of making substitutions – donating the badge on the jersey – has come to symbolize organ donation in the country. Vitória’s gesture gained the media and the social networks. More than 8 million people were impacted by the activation. More than US$ 2 million in spontaneous media, with an investment of just R$10,000. More than 270 million page views after the first game. And more than 6,000 shares on Facebook within the first 24 hours after the game. In addition to comments on the action on Brazil’s major TV programs and networks.