Badge of Honor is the story of how 1 scar turned 275 people into potential kidney donors. Every day, 12 Americans die waiting for a kidney transplant, unless a kind stranger decides to step forward and become an anonymous donor. To find more of these remarkable Good Samaritans—also known altruistic living kidney donors—Sanofi launched the Badge of Honor campaign. Using a striking macro image of a kidney donor scar, the literal “badge of honor,” along with a series of provocative questions (“How far would you go to help save a life?”), Badge of Honor made a powerful case for the depth of human compassion and the lengths we would go to help a stranger in need. The campaign was piloted in Houston, Texas, using the power of social media to seamlessly drive users from a social media ad to the nearest transplant center in the Greater Houston area. The result? A hyper-targeted campaign that delivered a real human behavior change, leading to a record-breaking increase in altruistic living kidney donor applications from 1 per year to 275 in just 10 months.