Concept
In contrast with earlier donor campaigns, the new campaign does'nt urge people to register themselves as donor. This campaign urges people to talk about donorship with relatives and friends.
When somebody has not registered his or her choise about donorship, relatives have to deside what is going to happen with the deceased. The decision is often heavy and emotional for them. Therefor it is important to know eachothers decissions.

Organ donation, yes or no? Know it from each other. There are enough moments to talk about it.

Means
TV, radio, print, online, free publicity