12,000 people in Germany are waiting for a life-saving organ donation. Three of them die every

day. And all because too few of us have an organ donor card.

We wanted to rise awareness for this important topic. Put it higher on the public aganda across the whole country. A traditional campaign wouldn't do the job for this complex and controversial issue – and the very limited financial resources of the foundation 'FOR LIFE – for organ donation' either.

So we had to earn media with a strong, outstanding and activating PR effect: we developed an extreme waiting live-event. At a train station where everybody hates waiting, we confronted people with Michael Stapf, a 27 years old dialysis patient, who has been waiting for a kidney for 7 years now.

Digital billboards called directly to action: just get an organ donor card.

The story left nobody untouched and raised a storm in an upcoming discussion.

We caught the attention of over 7.12m people (viral, TV station reports, blog articles, tweets, online message boards).

Our campaign turned a small budget of only €25.000 into media worth €982.557 . Plus most importantly, because it's priceless: getting 24.8% raise of ordered organ donor cards during the campaign period.

We brought into public what usually happens behind doors in hospitals: waiting for a life-saving organ donation. By confronting people with a real dialysis patient waiting for a life-saving organ at a train station. The viral documentation was spread through the internet which put the topic of 'organ donation' higher on the agenda across Germany.

Michael's story left nobody untouched. Our YoTube viral made him famous with over 115,813 views. Michael became the centre of the social media debate. His story was featured on many TV programs. Website visits increased by 33% during the 6-week-campaign. Over 16,000 organ donor cards and apps were downloaded. So with the limited financial resources of a foundation we reached something what you can't buy: a higher chance for people like Michael Stapf to keep on living.