To shed a light on what it feels like to wait for months, or even years, not knowing whether there is any light at the end of the tunnel we approached people waiting in line at an Apple Store, waiting for something they feel is very important. But when confronting them with the fact that their waiting line is peanuts compared to what people waiting for organs go through each day, they understood the small scale of their waiting line. By setting up a direct communication between our target audience & patience, the relevance of organ donors became clearer than ever.

We reached out to people who were waiting for something themselves: the new (and first) Apple store in Brussels. The night/morning of the opening we visited the waiting line in front of the Apple store together with Luc & Astrid, two people waiting for an organ. Both Astrid & Luc interviewed the people who were waiting, first about what would make them wait for hours just to see a new Apple store open, but finally about the fact that they (=Luc & Astrid) themselves were waiting too...for an organ. The direct confrontation made people question their 'waiting' and activated them to subscribe as an organ donor as well.

We turned this street activation into a social video and released it on YouTube. At the end of the video, the audience is urged to register at reborntobealive.be

The video created high social engagement: 22.826 blog shares worldwide

Social reach worldwide: 789.701 people and 100% positive engagement.

Traffic to the website x12 the day after the campaign, x2 1,5 month later.

Impact: the number of organ registrations in the first month after the campaign, was 8 times higher than normal