Halloween is the time of the year when people love to be 'scared to death'. The only moment when death itself becomes lighthearted, making it the best period to speak about organ donation.

To engage our core target (16-35), we introduced them 'Death' in person during the scariest Halloween events all across Belgium. 'Death' and its team asked people face to face to become organ donors. When they signed up for the governmental form online, they could get a free ticket or even a fast pass to be 'scared to death' even faster - on rollercoasters, horror movies, VR games.

Re-born to be Alive is a Belgian non-profit focused on Organ Donations. By law, all Belgians are considered organ donors, however, families can refuse the organ donation unless the victim officially gave its explicit consent. That’s why it’s so important to sign up before you die and get signatures right away.

When you do an organ donation campaign, people get the message, but the NGO doesn't get the signatures. Our objective was to get signatures right away on top of raising awareness.

During the scariest Halloween events all across Belgium, 'Death' in Person and its team asked people to become organ donors. When people directly signed up (in seconds) online on the governmental form, they could get a free ticket or even a fast pass to be scared to death even faster - on rollearcoasters, horror movies and VR games.

When you do an organ donation campaign, people get the message, but the NGO doesn't get the signatures. Our objective was to get signatures right away on top of raising awareness.

In general, organ donation campaigns chose the emotional angle. We chose humour to speak to a younger audience (core target 16-35).

Halloween is the only moment of the year when death is lighthearted, making it the best moment to speak about death and organ donation.

So, our target could face death in person right before 'dying of fear' on a roller coaster, at a horror movie, or a VR Zombie game, and sign the governmental form online to get a free ticket or a fast pass to 'die of fear' even faster.

Visitors of the scariest events of Belgium were literally diving into our campaign: posters, flyers, DOOH, online banners, and even a movie on a large screen asked them to sign up to become organ donors right before they were ready to 'die of fear'. People enjoying roller coasters, horror movies, or a VR zombie game, got the opportunity to "cut the line" after passing by a shorter line to sign up as an organ donor.

Kiosks were present at the biggest venues in Belgium (Amusement Parks, Movie Theaters, VR games) throughout the whole Halloween week. Actors performing "Death" helped guide people to sign up.

Death in person met them face to face and invited them to sign up. When people directly signed up in seconds online on the governmental form, they could get a free ticket or even a fast pass to be scared to death even faster.

Kiosks were present at the biggest venues in Belgium (Amusement Parks, Movie Theaters, VR games) throughout the whole Halloween week. Actors performing "Death" helped guide people to sign up.

The message about organ donation didn't only make a presence at the venues,

but also in several media channels that were promoting Halloween week.

This made the number of visits to the online form increase by 24% compared to the previous months.

79,7% of the ones who visited the page signed up to become organ donors.

From now on, Halloween is the official organ donor week at these venues, making it a successful yearly campaign like never before.

In Belgium, people are all organ donors by default.

However, families can refuse the organ donation, unless the victim officially gave explicit consent before.