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Raising Organ Donation Awareness With A Public Display Of Dialysis

“The Waiting Time Experiment,” created by agency Ogilvy & Mather Berlin, brings to life the shocking truth of how long it takes for organ donations to become available, with the help of a patient in need.

Raising Organ Donation Awareness With A Public Display Of Dialysis
SSCREATIONS/Shutterstock
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At Frankfurt’s airport, Michael Stapf waits. Not for a flight or shuttle service, mind you, but for a kidney–and he’s been waiting for seven years. To raise awareness about the shocking disparity between those who need organs and how many are actually donated, agency Ogilvy & Mather Berlin created “The Waiting Time Experiment,” an in-your-face stunt for foundation Fürs Leben that had Stapf receiving dialysis on a bustling platform at the airport.

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By opting to spread their message in a physical demonstration, Fürs Leben’s campaign puts an everyday face to such a serious issue to underscore the bleak math of facts: 12,000 patients in Germany are waiting for an organ donation with only about 1,200 organs donated a year, leaving the dismal reality of three people dying each day.

But from the visible reactions “The Waiting Time Experiment” has elicited, those numbers just might improve.

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About the author

KC covers entertainment and pop culture for Fast Company. Previously, KC was part of the Emmy Award-winning team at "Good Morning America," where he was the social media producer.

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