One organ donor can save up to 8 lives. Which means each and every person has more to give. To raise awareness on this, we needed ambassadors whom the people look up to. So we partnered with the amputee veterans of the Indian Army who had lost their limbs fighting for the nation. In spite of losing their limbs and giving everything for the nation, they pledged their organs and showed that they still had more to give. This powerful act pricked the conscience of the people and exposed the indifference they were showing towards the issue.

We partnered with the amputee veterans of the Indian Army, who had lost their limbs fighting for the country. We photographed them and made them the faces of an extensive outdoor campaign. The campaign was launched at a press conference where these veterans pledged their organs. We then tied up with India’s leading news network, NDTV and created several prime time talk shows to raise awareness the issue. International celebrities like Irrfan Khan, Priyanka Chopra and other government dignitaries joined in. Heads of all major religions came together and dispelled myths and taboos surrounding organ donation and even pledged their organs on national television.

Online engagements supplemented the ‘More to Give’ microsite, twitter handle and facebook posts promoting the launch and the following events.

We organised massive on-ground events like walkathons, corporate workshops and donation

kiosks that engaged people across the country.

The More To Give campaign was a resounding success. The campaign spurred the interest for the cause online by 500%. This further led to 28 million social media engagements. But the result that really mattered was that there was an astounding 1500% increase in pledges for organ donation. Within weeks, 22,000 people pledged their organs and raised the organ donation rate from 0.5 to 0.8 donors per million people.