IFK Helsinki

An organ donation campaign

Creative Planning

Experiential Marketing

Ambient OOH

Finland suffers from a chronic shortage of organ donors, with over 400 people waiting for a life-saving transplant. To spark change, IFK Helsinki turned its powerful sense of community into a cause, rallying fans to sign organ donation cards. The campaign showed how one final buzzer can become another’s overtime.

Starting point

Finland faces a persistent shortage of organ donors. More than 400 people are currently waiting for a life-saving transplant. Just one organ donor can save several lives, yet convincing people to sign an organ donation card has been a long-standing challenge for organ donation organizations.

Approach

IFK Helsinki is a hockey team known for its big heart. For its fans, the team symbolizes loyalty, passion, and community spirit. We transformed that sense of belonging into a powerful cause, turning team support into support for organ donation.

To make the message resonate, we designed a special organ donation card tailored to HIFK fans’ identity and attitude. The campaign’s core message, “One final buzzer is another’s overtime”, struck an emotional chord, reminding fans of the life-saving power of organ donation.

Impact

The campaign culminated in a special organ donation–themed game on October 9, 2024, where fans had the opportunity to sign exclusive HIFK organ donation cards. More than 4,000 cards were signed during the event potentially giving over 24,000 people the chance at overtime in life.