The strategy was using, as a communication channel, the place where we can find all our family and friends: the social networks. In Facebook we could speak directly to the target and generate people’s engagement. The Facebook application has allowed the use of a light language and the tagging technology made it possible to spread the issue easily.

ABTO’s fan have doubled on the internet. The organ donation issue was dealt softly. In the action’s first days, hundreds of people joined the cause, using the app and expressing their wish in becoming a donor. ABTO became an icon for organ donation.ABTO received several support messages in their homepage during the action.

“I support the propagation and dedication of all who help promoting this campaign with much love and care.”“Very welcome! Congratulations for your beautiful and serious work.”