To create an organ donation campaign with very few resources that appealed to our target, in a more interactive way.

Our t-shirts functioned as walking billboards that were also letters of invitation. They sought to celebrate the act of becoming a donor by highlighting the importance of organs, placing them at the centre of our communication. Through QR Codes printed on the tees, in a snapshot, people were able to see a video related to the corresponding photographed organ, which then lead to them having the registration form in the palms of their hands. After signing up, they could go get a t-shirt so the process started all over again.

In the first week we gave out 60 t-shirts to 60 newly registered users. In the following three months, between September to December another 150 people became registered donors. By the end of March we had grown our donor base by 430 people, which translates into a growth of 35.8% in donors in only six months.