I can’t wait for the season finale

A campaign to encourage organ donation among Game of Thrones fans, releasing powerful imagery of a transplant candidate who may not live to see the season finale.

While the series’ 7th season was running, the ad has been published on the back cover of the Belgian Newspaper De Standaard, as well as being released online to target fans of Game of Thrones.

The photo depicts Wim, who is awaiting a new set of lungs, sitting in his wheelchair and holding a sword – a common theme in the fantasy series.

The copy reads ‘I can’t wait for the season finale’, however if Wim does not receive an organ donation on time, he may not survive until the end.

The ad carries the message that ‘the more organ donors, the more chances Wim has’.