During the brain-dead condition of the patient, the donation could only be allowing by his/her family only. Even the patient has signed the donation document, it means nothing.

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 a Red-cross officer is doing her best in trying to ask for the permission from the family to allow the patient's organ donation to go through. However, the officer is rejected even though it's actually the patients will for his organs to be donated. In the end the officer had to let the patient convince his relatives himself by showing his last will VDO recording on the Red-cross website.

The online clip released on April, 2016 through social media and offline media organically, targeted to Thais 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.

From the constraints that have arisen from unacknowledged family, the donation is solely subjected to family's decision. Therefore, we aimed to directly communicate with family who is a key decision maker. This campaign is expected to inform all Thai families all over Thailand. Consequently, Thais have new perception towards organ donation from both sides - donors and family of the donor.

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?