Beyond Retro love recycling. Just as the shoppers that shop in their store. And now Beyond Retro wanted to show their shoppers the true power of recycling. How?

Organ donation is the greatest form of recycling. That can actually save lives. That’s the true power of recycling.

However, in Sweden we can’t sign up as donors on driving licenses (or IDs). We sign up separately. So even though 85% want to become donors, only 15% are. It’s simply not easy enough to become one. That’s what we needed to change.

To make people become donors and promote recycling, we redesigned Beyond Retros price-tags and created The Organ Donor Price Tag. We added one innovative extension to the price tags: organ donor cards. Tear off the organ donor card from the price tag, sign it and keep it in your wallet. Voila! You’re a valid organ donor.

The Organ Donor Price Tag is a redesign of Beyond Retro’s old price tags – staying true to Beyond Retros current brand identity. They have one innovative and unique extension: organ donor cards. Made out of 100% recycled paper, separated from the regular price tag with a perforation, making it really easy to tear off the card from the tag.

We went live 25 september 2017. 40.000 price-tags (printing cost: $723) was attached to garments in every Beyond Retro store in Sweden - our target audience being Beyond Retro’s customers. The initiative is communicated through a SoMe casefilm, posters and the actual price-tags in store.

We used a previously unused space with great potential to engage and activate. When you shop you ALWAYS interact with the price-tag – you get it in your hand and it follows you home. This natural contact makes the step minimal to become a donor.

By the first week, we knew that the initiative was a great success. We have seen an enormous interest and engagement from customers walking in to every Beyond Retro store in Sweden. The staff have been love-bombed.

We have a reach of 20 783 600 earned media impressions. As we launched, mentions of “Organ Donation” increased by 263% on social media. That’s with £723 in total budget.

Every day, 300 pieces of clothing with our price tag leave Beyond Retro stores. That’s 300 potential new donors in Sweden each day.

This isn’t a short term campaign. They will be used from here on in Beyond Retro stores in Sweden. The initiative communicates Beyond Retro’s passion, and show customers the importance of recycling. That recycling not only gives new life to old clothes, it can also give new life to people who wear the clothes. That’s the true power of recycling.