The challenge consisted in raising awareness around the fact that 1 organ donor can save up to 8 lives. Since Reborn-To-Be-Alive is a non-profit organisation they don't have enormous funds for above-the-line media campaigns. That's why we took something that easily spreads over the internet (=fails) and added our message. First we created print-campaigns based on the 'why women live longer then men'-pictures you find online. We contacted several of the people in these pictures and asked if we could use their 'moment of fame' to raise awareness around organ donation. The images were used in a newspaper-campaign launched during 'International Organ Donor Week'.

Simultaneously we put up an online video of Youtube-here 'Steve McGranahan' (=self-proclaimed the worlds strongest redneck) cutting his hedge with a chainsaw, as well as the website where people could upload their stupid moments and create a 'reborn-meme'.

During 'International Organ Donor Week' we launched the idea with a print campaign in one of the largest national newspapers in Belgium together with a press release.

Simultaneously we seeded our online movie on different national & international blogs, who soon picked up on it, making it reach 150.000 views in no time.

Last but not least we encouraged people to put their own fails to good use, by uploading them and turning them into a meme with the phrase 'He can donate up to 8 organs. Luckily for us his brain is not one of them'.

The online video reached almost 500.000 views in less than two weeks, without any media budget behind it and got mentions on numerous national & international blogs. The print ad travelled well on social media and website visits for Reborn-to-be-alive quadrupled during our campaign period.

It's very hard to link the increase in organ donors merely to this campaign, since there are of course several organisations (as well as the government) communicating about the importance of organ donation. We can however notice that since Reborn-To-Be-Alive was founded, the number of registered donors has gone up significantly, with 2014 being the best year so far. For the first time ever the amount of registered donors surpassed the amount of registered non-donors.