Over 300 people are waiting for an organ in Finland. Every year dozens die waiting. These deaths could be prevented if more people said yes to organ donation. We needed to tell as many people about this issue as possible, but we had no money to buy media. To draw the attention and to get people to say “Yes”, we formed a symbolic organ donation line of 300 people on a square in Helsinki.

All Finnish TV news showed up. We got seven prime time news reports, four reports on the radio and dozens of national newspaper articles. Estimated value of this media is €239,000 And even more people said yes to organ donation.We reached the general public of Finland (5,3 million inhabitants) with the following media coverage:TV news:- MTV3 at 7pm and 10pm (average viewers 878,000).- YLE at 6pm and 8.30pm (average viewers 818,000).- Nelonen at 6.45pm and 11pm (average viewers 177,000).- FST at 6pm and 7.30pm (average viewers 43,000).Radio:- NRJ Finland's morning show the day before (coverage 835,000 listeners).- Radio Helsinki's morning show the day before (coverage 102,000 listeners).- YLE1 daytime show, live from the event (coverage 958,000 listeners).- YLE Radio Suomi afternoon show (coverage 1,998,000 listeners).Newspapers (top 5 of more than 30):- Helsingin Sanomat, one article before the event, one after (national, 936,000 readers).- Ilta-Sanomat (national, 718,000 readers).- Iltalehti (national, 602,000 readers).- Aamulehti (regional, 305,000 readers).- Turun Sanomat (regional, 252,000 readers). Blogs:There were an uncountable amount of blogs reported on the event.

Until now, an organ donation card has been the only way to archive people’s own will. We came up with a new way: We asked people to write “Yes to organ donation” as their political view on Facebook. This way their opinion will be archived and could easily be checked by the family when needed. We then formed a symbolic organ donation line of 300 people on a square in Helsinki. By-passers were given a chance to say “Yes” to organ donation either by filling in the traditional organ donation card or by the new tool, Facebook. For each by-passer who said yes one person from the line was released. The line was gone in less than two hours.