In Germany, around 9,000 people are waiting for an organ donation. And every day two of them die because their waiting time got too long.

So we asked ourselves: How can the BVG – the public transport company of Berlin – use its reach to turn a simple ride into an emotional and lifesaving event? The BVG moves millions of people every day through Berlin. But on World Heart Day we wanted to move their hearts and add another facet of love to our campaign slogan “Because we love you” – the grace of charity.

Two-thirds of Germanys population have made a decision on the subject of organ donation, but less than half of them have also documented this decision!

On the one hand we wanted to address people that needed to be motivated once again (to actually document their decision) and on the other hand address people who have not dealt with this topic yet.

The BVG is the heart of Berlin, it is the pulse of the city and keeps it alive. But what would happen if this heart suddenly stopped?

On September 29, World Heart Day, the whole BVG paused for a moment. At exactly 8 a.m. all passengers in trains, busses and metros stopped for an impressive message that came from the heart: a real organ donor addressed all passengers via video announcement and appealed to them to become a potential organ donor.

500.000 organ donor cards were available in all vehicles, bus- and train stations. All of them were distributed. The result: One in seven Berliners is now carrying one of our cards in their pocket – keeping hope and people alive.

To get as many people as possible to fill out an organ donation card, we distributed them exactly where they came into contact with us - in all busses, trains and service centers. That’s the way we made it easy for everyone to show heart and give hope to thousands of people.

In order to move the hearts of as many people as possible on World Heart Day, we used our own channels in an innovative way: we repurposed our digital boards, loudspeakers and screens. Millions of people got in touch with our campaign in vehicles, at bus stops, via OOH and online. That’s the way nobody could miss our campaign on World Heart Day and beyond.

We got people’s attention on YouTube, Facebook and Instagram.

In this way, we drew the attention of a large public - also beyond the borders of Berlin - to this live saving topic. Through that all of our 500.000 organ donor cards (and even more through our website) were distributed! The result: One in seven Berliners is now carrying one of our cards in their pocket – keeping hope and people alive.