government of ontario

the ask

In Ontario, Canada, a person dies every 3 days waiting for an organ. A single organ donor can save up to 8 lives, yet only 31% of Ontarians are registered organ donors. Create a unique way to encourage Ontarians to register as organ donors using print media. 

the solution

A death that allowed for someone else to live shows both sides of the story. Taking the reader’s experience from complete sadness to complete joy and appreciation is the goal. Using the newspaper obituary page as inspiration, the print ad ‘Lives Saved’ will be printed next to the obituaries. The format of each ad will mimic the newspaper it is being printed in, to blend seamlessly with the other pages in the newspaper. The ad tells the stories of people whose lives were saved through organ donation.

Using Format