This campaign is based on activation. We asked people to donate letters from their name on Facebook, and using these two letters as their new profile picture. This was the media and the message. Had no one done so, there would have been no campaign.

Even though we knew we were going to use Facebook, and Organ Donation has a lot of followers, a regular post would still drown in the feed of everyone not following Organ Donation. Regardless of how many likes it would get. Therefore we needed something that 1: would appear high in everyone's feed, and 2: remain visible reminding people of this important message.

This is why we decided to create something more than content. More than a post. We got people to change their name for us.

3500 people changing their name and profile picture had a massive impact, reaching close to all 2,8 million Norwegians on Facebook.

With Norway not having a registry for donors, the result can't really be seen before next of kin are asked this tough question.

So the reach of this initiative is the result we have.

Letterdonation is a clear, memorable and viral way of both letting your closest know, and starting this important conversation among others.