Concept campaign ‘Mijn lichaam. Mijn keuze.’ for donor recruitment

‘Mijn lichaam. Mijn keuze.’ is a concept campaign for the Dutch Ministry of Health, Welfare and Sport (Ministerie van Volksgezondheid, Welzijn en Sport) to recruit donors. In The Netherlands, millions of people have not yet registered at the Dutch donor registry. Because of this, when a family member passes away, the choice to donate organs is automatically given to the family. At a time of mourning, it is a very difficult choice to make. Most of the time, the family chooses not to donate, when the deceased may have chosen differently. Because of this, many organs become wasted.

This concept is targeted at any citizen that are entitled to register at the donor register, but have not yet done so. Everyone knows, should they pass away, what they want to do with their personal possessions. Stuff that have more emotional value, rather than an financial one. Think stuff like a watch or rings that one have worn for years. Then why have you not thought about what you would want to do with your most personal assets: Your own body.

The primary goal is to make people think about the issue and persuade them to make a choice. They may agree or disagree. The choice is clear. Not registering at all just puts the burden on someone else’s shoulder and is a waste of valuable time and organs.

This project is co-created with Misha Piperic and Raymond van Tweel.