Finding organ donors is tough. Perhaps there are barriers to signing people up or organisations aren't targeting the right markets. The fact of the matter is that there will always be an organ shortage and the more people sign up the better. So how can the design of smart phone apps be socially innovative so that they can sign up new donors?
The Belgian non-profit organisation "Re-Born to be Alive" came up with the idea of utilising apps who's life, in a nice symbolic way, have retired. The apps in question are ones that have been designed for use on major events. Whether its an app for a music festival or an app for a garden show, these apps cease to play a utility once the event has run its course. Many people might not remove them off their phone immediately. This created an opportunity to transform the app to give it a second life. Once a user has synced their phones with their computers, the app will update and become a "Reborn" app. The app logo will alter to include the Reborn badge. If a user opens the app, they will receive information screens about organ donations and can even donate from the app itself. Personally, I love the idea of a a death metal festival app turning into a socially innovative organ donating app!
The campaign is clever, however I wished there was a stronger call to action once the app has been updated. People could easily miss the Reborn badge on the app icon. It also relies on users updating their phones in the first place. Perhaps a timing device could change the app itself as soon as the festival had run its course.
Minor issues aside, several Belgium events have signed on from launch to implement Reborn reaching a potential audience of over 60,000 organ donors. Since then, further festivals have signed up reaching a potential audience of over 140,000 people. If effective, it could reduce the number of Belgians dying each year from lack of organs.
Thanks @pixel_rodeo for the heads up.