The reality is that in Australia, thousands of healthy organs are buried each year, which might otherwise be made available to save the lives of people who, through illness, need an organ transplant. Don't Bury Will was a campaign designed to personalise the reality of the consequences of apathy.

The Dontburyme.com platform allowed Australians to do the two things that are critical to increasing organ donation:

- to register as a donor directly

- to talk to their family and confirm their wish to be a donor.

It worked.

Directly after our campaign ran, Australia recorded its highest ever month for organ donations, and its highest ever month for organ transplants.

With 3 weeks to spare, Will got his transplant. And a campaign that set out to save one life, saved many more.