In France, one third of organs due to be donated are not removed, because the family is unaware of their deceased relative’s wishes.The ‘Greffe de Vie’ Foundation decided to get the message across via the ‘Life Passport’, a donor card. The best way to raise public awareness about organ donation and to get people to ask for their Life Passport, was to actually break the taboo.We created a multifaceted and educational campaign for this very sensitive issue. Our objective was to give the campaign a humorous, modern and accessible tone while keeping it informative at the same time.

The 360° communication approach included :- a TV commercial aimed at highlighting the urgency to speak about organ donation.- a website and a video clip targeting a younger audience with a non anxiety-provoking message- an ambient operation asking the question “What if there were only a few seconds left to think about donating your organs?- spin products : creation of T-shirts to make the subject more “trendy” and less alarming- a press and outdoor ad aimed to thank the health professionals involved on behalf of all transplant patients.