Way Out West reveals campaign to swap festival tickets for kidney donor registrations

Dubbed the ‘Kidney Pass’, the initiative is a first-of-its-kind, launched in response to a sharp decline in donor registrations across Sweden - down over 30% in recent years. Those interested can register as an organ donor, upload proof via the Way Out West website, and have a chance to bag one of a limited number of passes.

Since launching on 1 August, over 1,550 people have signed up - smashing the Swedish daily average of 158. The campaign was created in partnership with organ donation charity MOD (Mer Organdonation) and has already gained national attention for its bold, purpose-driven message.

Festival manager Kimmie Winroth says: “This might just be the most meaningful festival ticket you’ll ever get.”