The concept is inspired by the WWII poster of uncle Sam, calling upon people to make a difference. The campaigns emotional impact is that of humour, confidence and inspiration. Instead of using guilt, we want the audience to feel good about donating. The desired effect that this campaign will aim to unlock is a state of mind where the student feels a need to donate. The tone of the message should be witty to grab attention but at the same time it should raise awareness amongst the students. Visuals: pamphlet, information regarding the the Organ Donor Foundation. Products should include T-shirts and pamphlets. Ambient designs. This will be attractive to students because it forms part of their immediate environment and allows word of mouth effect that spreads out. Social media. A Facebook group can be joined and a prize, which is sponserd by Virgin Active can be won.