Fearless Donors

Creative idea

Romania has the second lowest organ donation rates in Europe — 4 donors per million, while +4,000 patients wait yearly. With the subject considered taboo and the general public not even talking about it, we needed PR to break the silence. Partnering with the National Transplant Agency and motorcycling communities — mocked as “organ donors” — we reclaimed the insult as #FearlessDonors, turning stigma into advocacy. The movement spread fast: after the launch event at a major rock festival, we had 120+ media outlets, 40+ press articles, national TV and radio coverage in just 2 weeks. What began as a bad joke became a courageous national conversation about saving lives.

Brand name: National Transplant Agency of Romania
Advertiser / client: National Transplant Agency of Romania
Product / service: Organ Donation Awareness
Campaign name: Fearless Donors 2025
Agency network: INDEPENDENT AGENCY
Agency: AIN'T Milan
Media agency: Green Communications Consulting
Digital agency: AIN'T
Additional company: Green Communication Consulting
Production company: Studio Set Film
Web address: https://transplant.ro/
Agency chief executive officer: Jorg Riommi
Chief creative officer: Jorg Riommi
Executive creative director: Ruxandra Papuc
Art director: Adrian Iota
Copywriter: Jorg Riommi, Ruxandra Papuc
Designer: Adrian Iota
Account director (agency): Ivanna Skulska-Lowe, Laura Moisa
Client account director: Guenadiy Vatachki
Managing director: Lavinia Chican
Pr director: Mihaela Oancea
Illustrator: Adrian Iota
Film production: Dan Mateescu, Alina David , Alexandra Zamfirescu
Director: Iustin Surpanelu
Director of photography: Iustin Surpanelu
Agency producer: Laura Moisa
Post production: Studio Set Film
Post production producer: Simona Macarie
Digital strategist: AIN'T
Event production: Studio Set Film
Additional company: Collaborator agency for project and production management - L-HAUS Productions PR & media relations - Green Communication Consulting Lavinia Chican - CEO Mihaela Oancea - PR director Project Partners: Cristian Hrubaru Bikers for Humanity Zetta NGO MotoAdn Moto Raliul Anual National LaRock music Festival