Man in a navy T-shirt printed with organ icons holds out open palms beneath a row of diverse face emojis
Submitted by Swissper

Swisstransplant Be a Gamechanger Instagram Creator Campaign

Influencer Marketing

Swissper ran the Be a Gamechanger influencer activation for Swisstransplant, in which 23 creators made 124 content pieces on organ donation and the agency reports over 150.000 organic impressions.

150.000Organic Impressions

Case in 60 seconds

Swisstransplant needed people to engage with organ donation, reach a considered decision and inform their relatives, which is a sequence of personal steps that a general awareness message cannot carry on its own.

The campaign turns on self-determination rather than obligation, because the page frames donation as voluntary and the decision as one each person owns, so the creators speaking for themselves fit the message better than an institutional voice would.

Be a Gamechanger recasts the donation decision as an act of self-determined responsibility that saves lives, so that anyone who engages with the subject and decides becomes the person who changes the outcome.

Swissper recruited 23 creators from the Deutschschweiz and the Westschweiz on Instagram, and each ordered an organ donor card before explaining the facts about organ donation in their own creative way, carrying the message that donation is voluntary.

Swissper reports that the 23 creators made 124 content pieces and that the campaign reached over 150.000 organic impressions, while the agency describes a high engagement rate and an active, positive community response without printing that rate.

Strategy Breakdown

People in the Deutschschweiz and the Westschweiz reached through the creators' communities, whom the campaign asked to engage with organ donation, make a decision and inform their relatives.
Organ donation is a decision people tend to leave unmade and undiscussed, so the page frames the task as moving people from avoidance to a decision their relatives know about.
Swisstransplant takes the role of informing rather than persuading, because the page states the message that donation is voluntary and that the responsibility for the decision rests with each person.
Swissper builds the activation on the creators taking the step first, because a creator who has ordered a donor card models the decision for followers rather than only describing it.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Swissper

Participation mechanic

  • Creators ordered an organ donor card themselves before posting, and the campaign asked audiences to engage with the subject, decide on donation and tell their relatives; the page reports community responses sharing thoughts and opinions on organ donation.

Results & Evidence

MetricValue
Organic Impressions150.000 organische Impressionen
Content Pieces124 Content Pieces
Creators23 Creators

Why Swissper's strategy worked

  1. 1

    Asking creators to complete the behaviour themselves, here ordering a donor card, gives a health message a first-person proof point, so the content is testimony rather than as a sponsored public announcement.

  2. 2

    Casting creators from both the Deutschschweiz and the Westschweiz lets a national health body speak in each region through its own voices rather than through one translated message.

  3. 3

    Framing a sensitive decision as voluntary and self-owned lowers the pressure of the subject, which leaves room for audiences to share their own thoughts rather than react defensively to an appeal.

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