Officially, in Belgium, every living human being IS a donor. But... you have to confirm this yourself by registering that indeed your organs can be donated. Otherwise, after your death, your family can object to it. So this campaign wanted to encourage people to really confirm their donorship. The website becomedonor.org explains the legal ways to do that. The radio-ads insisted on the personal, emotional aspect of donating: you can save not just ‘a’ life, but ‘someone’s’ life: a real person living on thanks to you.