From YouTube.
Brazilian fans swear they would give their heart for the club, and half-mean it literally. Meanwhile transplants fail not for want of donors but because families, asked on the worst night of their lives, say no.
Take the fans at their word. Issue the world's first organ-donor card from a football club, in club colours, carrying the same tribal weight as the season ticket: your heart will keep beating for Sport.
The Stupid/Smart of it
Stupid: A football club asking its supporters to pledge their organs, and putting real transplant recipients on camera to make the ask.
Smart: A football club running a donor drive sounds like a stunt, until you see it fixes the real problem, which was never generosity but a conversation that needed to happen on an ordinary day, years early.
Only a club with this depth of devotion can convert a tribal chant into a medical register, because the loyalty is the mechanism, not the metaphor.
Signing does not feel like civic duty, it feels like becoming an immortal fan, so the identity does the work a health campaign never could, and the promise is made out loud in advance.
The recipients do not thank anyone, they promise: my new heart keeps beating for Sport. Gratitude turned into a pledge.
Idea-poweredIt works when you describe it out loud. You could brief this. Survives paraphrase.
The devices behind this one, from our library of ways in: