#Optink

#Optink is a free tattoo to "opt-in" for organ donation in Germany, a legitimate proof of will in a system that requires explicit consent to become a donor. Though consent can take any form, the crucial step involves informing relatives, the ultimate decision-makers in the absence of a national organ donor database. With 1 in 4 Germans being inked, we exploited a culturally relevant behavior to transform a topic that is often swept under the rug into a significant conversation-starter, turning hundreds of tattoo artists and thousands of new organ donors into permanent advocates for the cause.