Trillium Gift of Life Network (TGLN) is a not-for-profit agency of the Government of Ontario. TGLN plans, promotes, coordinates and supports organ and tissue donation and transplantation across Ontario. Its mission is to save and enhance lives through the gift of organ and tissue donation and transplantation in Ontario.
Research shows that 85% of Ontarians favour organ donation, but only 25% of the population are registered donors. The TGLN needs a strategy to push those who agree with organ donation to make their consent official.
Unlike most organ donor ads, which focus on the recipients, the “Remember Me” campaign is donor-centric. The “gift of life” need not be purely motivated by altruism. It can also be a meaningful way to honour your life or the memory of a loved one. The memorials and rituals (including donor tags in the print campaign – see above) by which we commemorate our dead and our preoccupation with our legacy inspired me. Aside from our fear of dying, the fear of being forgotten is just as intense.
The print ads will be placed on backlit OOH displays like those found in transit shelters. The image portion of the ad must be printed on film or acetate to allow the light through.
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