Turning thousands
of soccer fans into organ donors.
CLIENT SPORT RECIFE SCOPE SOCIAL IMPACT CAMPAIGN + PR + FAN ACTIVATION
Immortal Fans
Family authorization is the biggest barrier to organ donation in Brazil. Not enough people let their families know their wishes or think about donating their organs if they pass.
To appeal to people to think about helping someone else, we appealed to their ultimate passion: their favorite team. Soccer fans in Brazil will do anything for their team.
We created the first organ donation card of a soccer team that keeps fans’ passion alive through the lives of others, while at the same time resolves the biggest barriers to organ donation in Brazil.
RESULTS
51,000+ ORGAN DONO REGISTRATIONS
Surpassing the capacity of the club’s stadium.
54% INCREASE IN ORGAN DONATION
Breaking historic donation records in Pernambuco.
HEART AND CORNEAL WAITING LISTS REDUCED TO ZERO
Creating measurable healthcare impact in Recife.
CANNES LIONS GRAND PRIX WINNER
Recognized globally for creativity and social impact.
'How thousands of football fans are
helping to save lives.'
BACKGROUND
Brazil faced a severe shortage of organ donors, despite overwhelming public support for donation in principle. The challenge wasn’t awareness. It was emotional urgency. Football fandom in Brazil provided the perfect emotional territory: few identities are stronger than being a lifelong supporter.
EXECUTION
The campaign reframed organ donation through football culture. Supporters were invited to become “Immortal Fans” by registering as organ donors and receiving personalized donor cards linked to the club. Films, stadium activations, and emotional storytelling transformed organ donation from a medical conversation into a legacy of devotion.
Organ donation increased by 54% in a year, breaking
all donation records.
