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Cases / Re-born to be Alive
Influencer PR
Game over, and eight teammates get an extra life: Re-born to be Alive brought organ donation into Minecraft, Fortnite and Baldur’s Gate 3, and Belgian gamers and streamers took the idea to their communities.
Client
Re-born to be Alive
Year
2025
Platforms
TikTok, Instagram, Twitch
Service
Effie Awards Belgium 2026
Gold, Social Impact
Bisou Awards 2026
Best Social Impact Campaign
Results
+68%
Organ donor registrations, compared with the same period in 2024
10M+
People reached by the campaign
8
Creator videos and streams
€0
Spent on paid media
Creators
5 creators
The campaign manager
One organ donor can save up to eight lives, yet young adults rarely make that choice official. At 25, death feels far away, and in Belgium a family can still say no to a donation when the decision was never registered. Re-born to be Alive, the Belgian organ donor foundation, wanted more 18- to 35-year-olds to register around International Organ Donation Day on 13 August 2025.
In games, though, dying happens all the time, and AKQA Brussels turned that into Virtual Donors: mods for Minecraft, Fortnite and Baldur’s Gate 3 that unlock only when you register as a real organ donor, and that give your teammates extra lives when your character dies. We brought the idea to the voices gamers already trust, Dutch- and French-speaking creators and streamers on TikTok, Instagram and Twitch.
JustJade wondered on camera what happens to her organs when it is game over for her, then showed her followers her own registration on the government health site. Streamer Rigor challenged his viewers to beat his time on the special Fortnite map and ended up on VTM Nieuws, Nensha hosted a late-night stream for the cause in French, and Michiel Vandeweert explained on Instagram how one death in a game drops eight lives for your friends. With no paid media at all, organ donor registrations rose by 68% compared with the same period a year earlier. The campaign won Gold in the Social Impact category at the Effie Awards Belgium 2026, and the Bisou for Best Social Impact Campaign at the Bisou Awards 2026.
We dedicate this case to Michiel Vandeweert, who took part in the campaign with so much heart and passed away in August 2026.
@justjadejjRegistered on camera
@rigorttvBeat my speedrun
@michielvandeweertEight lives for your friends
@rigorttvOn VTM Nieuws
@fluffnomiHow the mod works
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