Mastercard “Life Donor Card”
In Germany, 85% of people support organ donation.
Only 15% ever put it on paper.
Nearly 1,000 die every year waiting.
Germany has the lowest organ donation rate in Europe. Not because people don't want to give.
They do.
The willingness was never the problem. The paperwork was.
Fragmented systems, forms no one finishes, a decision made in the heart that never makes it onto a document.
Mastercard moved the decision to the one place 86% of Germans carry every single day.
Through the VIMpay app, users register legal donor consent in seconds.
The status prints on the back of their card. Always in the wallet.
Always there when a hospital needs an answer in minutes.
The most important card you'll ever carry was already in your pocket.
Awards:
Cannes Lion 2026 - Silver: Brand Experience & Activation
Cannes Lion 2026 - Bronze: Direct
Cannes Lion 2026 - Bronze: Creative Data
Cannes Lion 2026 - Titanium Shortlist
D&AD 2026 - Wood Pencil: Experiential - B2B Activations
D&AD 2026 - Wood Pencil: Health and Wellbeing - Direct
D&AD 2026 - Shortlist: PR - B2B
Clio 2026 - Silver: Business to Business - Creative use of data
One Show 2026 - Bronze Pencil: Direct Marketing for Good