Gold
Creativity In B2B
Financial Services

Germany is a so called opt-in country. "Opt-in" means you must actively say "yes" to donate your organs. But in "opt-out" countries, everyone is automatically considered a donor unless they explicitly refuse. Leading to only 11,4 donors per million in germany compared to 53 donors per million in spain.

One big problem is trust. Germans don't trust government digital systems because they've failed often and had privacy problems. A recent example is that 58% of Germans fear their data is not secure in the electronic patient records

With approximately 8,260 patients awaiting transplants and average waiting times reaching 8.5 years, Germany’s fragmented and complicated registration system contributes significantly to low documentation rates (15.3%) and high family refusals (75%).

A barrier is the German central online registry. The process is very complicated, involving multiple logins, electronic passport etc. Result: 0,4 % of Germans only are registered to it. It is a broken system of complexity

Their comprehensive, statistical research uncovered profound insights: 84.8% explicitly favoured easier organ donor registration, and 60% specifically supported integrating donor status directly onto bank cards.

Utilising universal financial behaviours (99% card ownership, 86% daily carrying), Mastercard embedded organ donor consent into routine banking interactions, creatively and securely solving Germany’s donor shortage challenge and turning a passive financial tool into active advocacy.

Mastercard and VIMpay developed Germany’s most secure solution by embedding donor consent directly onto bank cards. Peter Schoenweitz, Managing Director of VIMpay, states, "We placed particular emphasis on data protection, meaning that as soon as the card is with the producer, we delete all relevant data."

This data-driven initiative simplified Germany’s complex registration system and securely managed sensitive health and financial information.

Mastercard has created a user friendly solution by co innovating from scratch with VIMpay, a leading fintech, validating feasibility with real customers so that now all you have to do is tick a box and sign a card – fundamentally changing the system by moving the country from an opt in to an opt out model.

The Life Donor Card showcases not only your status or wealth but also what you stand for.

Around 50% immediate adoption rate among VIMpay customers.

Clear consumer validation from Mastercard research: 84.8% preferred simpler registration; 60% specifically supported bank-card integration.

Remarkably, 44.5% indicated willingness to switch banks for this feature, demonstrating significant brand preference growth. Significantly improved brand consideration and preference, clearly linking everyday brand experiences to powerful social outcomes.

apoBank - the leading bank for healthcare professionals with 500,000 customers, committed to launching its new Life Donor Card on June 23, 2025.

Potential scalability across approximately 178 million bank cards nationwide.