Consumers are in-store to purchase Valentine's Day cards. When they are confronted with the Organ Donor Foundation card, they are moved from one emotional space to another. The triviality of buying a Valentine's Day card is emphasised and the need to become a organ donor enhanced.

Huge increase in awareness through free press coverage in a leading newspaper. Free exposure on South Africa’s top marketing website and a massive 21.3% increase in registrations from the e-mailed Valentine’s card alone. Cost: less than 500 EURO.