We looked for a metaphor that could describe the simple but powerful concept behind organ donation. The fact that ultimately, we are all made of parts. So with the help of the largest official scrapyard, we salvaged the good parts (hoods, trunks, doors and motor parts) of cars that were about to be discarded, and we offered the local cab companies to fix their broken cars for free using those parts, with the condition that they drive around showing them just as they received them (without changing the color of their “donors”). The result was a new way of getting the attention of the public: black taxi cabs with parts of different colors.

Tablets inside taxi cabs and ads on their top signs announcing “We are all all made of parts. Let´s make each other work. Become an organ donor”.

The hashtag #AutosDonantes was trending topic in Argentina.

38 new donors that were actual passengers and a 350% increase in the general donor list from the same month in 2015.

Other taxi companies asked about joining the initiative in future editions. There was a considerable amount of media coverage and even local celebrities twitted about it.