The situation

Every year people die waiting for an organ donation. The waiting list is too long. The donor list too short. During the international ‘Organ donation week’ the Belgian non-profit organisation Reborn To Be Alive wanted to raise awareness about the fact that 1 organ donor can save up to 8 lives and activate people to sign up and become a donor.” 

The idea 

The internet is packed with pictures and films of people who risk their lives stupidly and post it online. Often this life-risking, stupid behavior turns into a viral hit. But what if we made good use of those viral ‘successes’? What if we used such viral stupidity and turned it into organ donor ads? Which is exactly what we did. We turned stupidity pictures into print ads. Stupidity films into commercials. We even crowd sourced the idea by allowing anyone to turn a viral stupidity into an organ donor ad via a ‘Reborn Meme Generator’. 

Relevance: If you are going to do stupid things that will potentially kill you, at least become an organ donor so you can save the lives of others. One donor can save up to 8 lives (by donating up to 8 organs). The brain however can not be donated. And in some cases that’s a good thing. 

Ad agency Duval Guillaume and Belgian nonprofit Reborn to Be Alive take an amusingly fresh approach to organ donation in this campaign

— Adweek

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