Unlike other countries, in Germany you must explicitly confirm that you want to donate your organs. But you don’t really need an official donor card for that. All you need Is a simple piece of paper and your signature. And still three people in Germany die every day because of the severe lack of organ donors. Although 84% of Germans think organ donation is worth supporting, only 39% have gone through the process to become an organ donor. As the supermarket that cares about the community, issues that affect the health of our customers have always been close to our heart. That’s why we repeatedly launch initiatives that benefit the wellbeing of everyone – and took this matter into our own hands.

To make the process to become an organ donor easier than ever before, we used our checkout receipts and added officially approved organ donor cards to them. We gave them to our customers with every purchase. In that way we lowered the barrier for our customers to make the move and become an organ donor.

With our checkout receipts we made the process of becoming an organ donor easier than ever before and by using something, that every customer carries around anyway. In an unusual way we sparked the discussion around organ donation again and spoke directly to our customers. We launched our initiative on German organ donation day in every store throughout Germany and provided more information on our landing page, our newsletter and directly in our stores.

For three days, starting on German organ donation day, we printed organ donor cards on every checkout receipt. To make sure they weren’t overlooked, we printed them where our customers usually found our popular coupons and promotions. And we had them officially approved by the German ministry of health education. Within the course of our action, we got organ donor cards in the hands over 4 million customers. Additionally, we created a POS-campaign to remind people of the importance of the topic and provided more information on our websites, newsletter and in store.

In only three days we distributed more organ donor cards as the ministry of health and education in the year 2020. In total we handed out over 4 million organ donor cards. Without spending a single Euro. And we brought the topic of organ donation back into the national spotlight.