Sometimes even for a World record, the simplest is the best. Glitzy, shiny, tricky, unique, yes they get the buzz, but a way to aggregate for a cause can be even better.
That’s what will happen Saturday at Soldier Field, when over 60,000 people will gather, and millions more will watch around the globe as the New Zealand All Blacks face the Irish Rugby Football Union in a friendly in Chicago. And while the match itself will be another watershed moment for the growth and awareness of rugby, the attempt that sponsor Astellas Healthcare will be making with GUINNESS WORLD RECORDS may be even more impactful.
Astellas and Donate Life America will attempt to break the world record for online organ donor registrations in an eight-hour period from 9 a.m. to 5 p.m. Central Daylight Time (CDT). The record-breaking attempt will take place on site at Soldier Field, but will also be part of a global broadcast and social call to action for a simple appeal to register. All eligible U.S. residents can help break the record by registering to be an organ donor at RugbyRecord.org or using the Apple Health App as part of iOS 10. Everyone is also encouraged to help raise awareness of the importance of organ donation by sharing the hashtag #organdonor via Twitter beginning this week and through Nov. 5. In celebration, every social post including the hashtag will support a $5 contribution from Astellas to the World Transplant Games Federation’s (WTGF) Fit for Life! program, up to a maximum of $175,000 USD.
“2016 marks the third year in a row that Astellas has used international rugby as a global platform for educating and engaging people around the world on important health issues,” said Jim Robinson, president, Astellas Americas. “We understand that community engagement plays a pivotal role in bringing increased education and awareness to areas such as prostate cancer and organ donation, and we look forward to connecting with fans, patients and caregivers around the world through our support of this program.”
It’s simple, impactful and takes a sponsorship to an even higher level, with a world record cache as well. Smart for any sporting event, let alone one with global appeal as part of a game which is gaining steady steam in North America. To learn more about Fit for Life! visit www.wtgf.org
Well done Astellas, well played rugby.