"Re-born to be Alive" is a Belgian NGO encouraging Organ Donations. By law, all Belgians are considered organ donors. But families often face this serious topic when asked right after the loss of a beloved one. So families can refuse organ donation unless the victim officially gave his/her explicit consent.

"Re-born to be Alive" wanted to raise awareness about this topic and help young people sign up to become organ donors.

During the scariest Halloween events all across Belgium and right before they were ready to die from fear in a rollercoaster, a horror movie, a VR zombie game... we asked people to sign up to become organ donors.

Death (a group of actors) in person was present to stimulate people to join the cause & when people signed up in seconds online on the governmental form, they could get a free ticket or even a fast pass to be scared to death even faster.

When you do an organ donation campaign, people get the message, but the NGO doesn’t get the signatures. Our objective was to get signatures right away on top of raising awareness.

In general, organ donation campaigns chose the emotional angle. We chose humour to speak to a younger audience (core target 16-35, 16 being the age when you can officially decide to become an organ donor).

People love to get scared to death. It drives emotions, triggers stimulus in the brain that feeds you & makes you feel alive. Halloween, in particular, is the time of the year when people love to be scared. And the only moment when death itself becomes a running joke, making it the best period to speak about death and organ donation.

On the scariest Halloween events of Belgium, people were funnily scared by Death in person, asking them to sign up to become organ donors before they die of fear. While people signed up the governmental form online in seconds, we gave them free tickets or fast passes so they could die of fear even faster on a roller coaster, a zombie VR game, or during a horror movie.

The Live Event took place during Halloween week between the 30th of October and the 4th of November: Plopsaland Amusement Park, Kinepolis Movies Theatres and VR Factory VR Gaming Center. The teaser aired on the 27th October (teaser video, DOOH) and the after movie aired on the 17th November.

People saw Social Media posts, posters, OOH & DOOH and a video on the Movie screen. A kiosk and flyers invited them to sign up to become organ donors via their smartphone.

During our campaign, there has been a 24% increase of visits on the Governmental site to sign up in order to become an organ donor. (Source: Federal Public Service Public Health, compared to the 4 previous months)

On all the people who went on the form, we noticed a 79,7% conversion rate (visitors who signed to become organ donors). (Source: Federal Public Service Public Health)

According to the three partners of this activation, Halloween is now the official Organ Donors Week in these venues.