Organ donation is a complex matter that reminds people of their mortality, causing many to postpone indefinitely. How can we relieve them of this existential dread, while simplifying the process?
Bypass the details and distill the campaign objective to its essence, a simple choice between becoming an organ donor or not: Yes or No.
150 people die each year in the Netherlands while waiting for an organ transplant. Many of these lives can be saved if more people register as donors.
An estimated 2.5 million people have a positive attitude towards organ donation, but just haven’t registered yet. That is remarkable, because organ donation may be a complex subject, but your personal decision about it should not be. It can be reduced to one question:
Most registrations come from creative media partnerships. They lower the barrier to conversion significantly and transform YesorNo into something bigger than a government campaign. It becomes an initiative from the people for the people. They turn donor registration into something normal.
The initial campaign objectives were met 15 months after the start. In the end, over 300,000 people registered a choice in the Dutch donor register during the three-year campaign.