Since the final call is up to the deceased ’s family we came to terms that the best one to persuade their own family is definitely the departed. Stating the organ testament on video clip is to let their family accept the deceased’s consent and understand their purpose for the last time. We aimed to promote recording the organ will on video among 800,000 registered donors and invite them to record their wish at organwill.com. On his/her passing day, the Red Cross staff can share the clip to the family to consider and make a decision.

This narrates the moment when Red-cross officer is trying her best to ask for a permission on patient's organ donation willing from his relative. However, the officer is rejected even it's actually the last will from the patient to donate his organs. The officer finally have to let the patient convinces his relative himself by showing his last will VDO in Red-cross website. It was released in April, 2016 onward to reach a nationwide.

Tier 1: The media organically reached 3.1 m. views and gained 72,868 shares, approximately earned PR value at THB 1,375,000 in online channel and THB 2,454,997 in printed media. Tier 2 : This truly created high awareness among the target. From this campaign, Thai Red Cross constantly gains a number of donors which is increased by 17,000 cases. (from Apr to July 2016). The Organ Will videos obviously are valuable tools for negotiating officers. Tier 3 : Many hospitals across the country share this clip to relatives as the last option. This helps convince them and fix the belief and perception. This resulted in an increasing a number of donations. Thai people became more aware of letting their families know about their organ donating intentions.

Lacking of sufficient information about organ donation has resulted in a small number of successful donors. To correct understanding and to create awareness, we are relying on communications to educate and convince both donors and also their family members. This campaign is purely organic through online – offline PR supports.

Target audience: All Thais and nationwide. Both donors and also their family. Target media: All Thais and nationwide PR planning: It has been organically reached to target and earned huge support with no cost. Started from released through online channels, free offline media, and social influencers, this created an effective PR since it was accounted as a national issue.

In Thailand, organ donation is rarely delivered. Though there are up to 851,691 organ donors stating their purpose, only 2,081 cases achieved the delivering stage. According to Thai law, despite the signed donation consent but the family denies the grant, the donation is impossible. How can we not make their will wasteful?