18 year olds can decide things for themselves. Like becoming a donor.



How do you convince 18 year olds about the importance of registering as an organ donor?


Make them understand that no registration equals leaving the decision up to your relatives, or parents.

Every year the Minister of Health sends a letter to all 18-year-olds in the Netherlands, asking them to register as organ donors. It is often the first official mail they receive from the government. How can a supporting online campaign raise the response rate?

An interactive video targets 18 year old Facebook users based on details from their timeline.

The video demonstrates in embarrassing detail what happens if you continue to let your parents make decisions for you.


you are an adult now. It’s better to start making your own decisions. Starting with this one about donor registration.

Almost 70.000 18-year-olds (37.5% of the target audience) registered their choice in the national donor register in the weeks the campaign ran. The highest response in a decade.

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