In France, a third of the organs due for donation are not removed, because the family is unaware of their deceased relative's wishes.The 'Greffe de Vie' Foundation aimed to put the message across via the 'Life Passport', a donor's card. The best way to raise public awareness about donating one's organs and to get people to ask for their Life Passport, was to actually break the taboo.Our objective was to give the campaign for this very sensitive issue a humorous, modern and accessible tone while at the same time staying informative.We created a website targeting a younger audience with a non anxiety-provoking message.Results:Starting form the scratch when the campaign launched in October 2006, almost 50,000 Life Passports have been requested. In fact, during this month alone (March 2007), 2,100 people have subscribed.This innovative communication plan was so successful, it was decided to organise an online petition in March 2007. This has already led to some 7,000 subscriptions, without any additional communication support.