Recycle Me.org campaign

EXECUTIVE SUMMARY

Results Period (Consecutive Months): April 2009 – July 2009
Start of Advertising/Communication Effort: April 20, 2009
Base Period for Comparison: April 2008 – July 2008

a) Synopsis of the Case

Talking about death now is like asking me in grade 5 what I'm going to do in college.” – 20 year-old female

When we're young, we believe we're invincible. We live life day-to-day, concerned about finding summer jobs, dating, which college or university we will attend and which career path to choose. With so much life to think about, there's little time devoted to the contemplation of death. Not surprisingly, organ and tissue donation (OTD) is a remote consideration. Healthy young Ontarians are spending a lot of time thinking, they're just not thinking about becoming a donor.