Brussels-based organ donation advocacy group Reborn-to be Alive is taking an unconventional approach to addressing Belgium's persistent organ shortage. The organization has launched Virtual Donors, a campaign that modifies popular multiplayer games like Minecraft, Baldur's Gate 3 and Fortnite to mirror real-world organ donation. When registered organ donors play these modified versions and their character dies, up to eight of their teammates receive an extra life a digital expression of how one organ donor can save up to eight real lives. The initiative hopes to shorten Belgium's 1,474-person transplant waiting list by reaching younger demographics through their preferred medium: gaming.The campaign addresses a critical gap in Belgium's opt-out donation system, where approximately 15% of potential donations are lost when families refuse consent during emotionally charged moments. Explicit donor registration is crucial for medical teams and grieving families. By gamifying the donation process, Reborn-to be Alive hopes to normalize conversations about organ donation among younger audiences while demonstrating the tangible impact of registration. The mods are freely available to anyone who registers as a donor through Belgium's official health portal, creating a direct link between virtual solidarity and real-world life-saving potential.TREND BITEReborn-to be Alive's gaming campaign exemplifies how brands can leverage INFORMAL INFO to transform complex, emotionally heavy topics into accessible experiences. By embedding organ donation awareness into the familiar mechanics of multiplayer games, the organization bypasses traditional health communication channels that younger audiences often ignore.This playful approach doesn't diminish the gravity of the cause it amplifies it by speaking in a language that resonates. When serious, impactful decisions compete with endless distractions, the organizations that master informal, interactive communication will be the ones that can actually change behavior.
Which major brands are people most likely to recommend to others? To find out, researchers surveyed more than a million customers in 28 markets. Read the full article at MarketingProfs
Explore how B2B companies can generate brand gravity and attract buyers across research channels to effectively engage modern buying groups. Read the full article at MarketingProfs
Some 79% of senior B2B marketers say they have taken on new responsibilities in the last year, according to recent research. Read the full article at MarketingProfs
Discover how website accessibility standards enhance user experience, expand your reach, and improve conversion rates across all audiences. Implement these practices to boost results. Read more. Read the full article at MarketingProfs
Beloved Australian science communicator Dr Karl Kruszelnicki is deploying artificial intelligence to tackle climate misinformation at scale. Unable to personally respond to the hundreds of daily questions he receives, the 77-year-old has invested AUD 20,000 of his own money to develop an AI chatbot that mimics his communication style. Working with tech journalist Leigh Stark, Kruszelnicki is running Mistral locally, training the LLM on 40,000 scientific documents collected over his four-decade career to create what he calls "Digital Dr Karl."Set for an October 2025 launch, as reported by the Guardian, the conversational bot will provide evidence-backed answers about climate science while attempting to shift opinions through respectful dialogue. Though still in beta, with notable limitations including occasional hallucinations and tonal inconsistencies the project will run for 100 days before Kruszelnicki and Stark evaluate its effectiveness. Research published in Science suggests AI conversations can reduce belief in conspiracy theories by approximately 20%, with effects persisting for months afterward. The team plans to power the system with renewable energy, addressing concerns about AI's environmental footprint.TREND BITEDigital Dr Karl represents a shift in science communication, moving from broadcast formats to always-on, personalized conversation. Climate skepticism is rarely overcome through data alone it requires patient, trusted voices engaging in sustained dialogue, precisely what this AI format could enable. That said, persuasion works best when people choose to engage, so Digital Dr Karl might reach more of the "curious-but-doubtful" folks than hardcore refusers.
How important is outbound sales outreach to B2B firms? Why do they invest in it? Which outreach approaches are used most often? What do firms expect from a successful strategy? Read the full article at MarketingProfs
This infographic looks at five key reasons journalists continue to love PR listicles: readability, ease, clickability, structure, and versatility. Read the full article at MarketingProfs
Even the best B2B products can stall without clear messaging. Learn how to clarify your value proposition and accelerate sales momentum. Read more. Read the full article at MarketingProfs
