Belgian non-profit Reborn to be Alive has launched a campaign to encourage organ donation among Game of Thrones fans, releasing powerful imagery of a transplant candidate who may not live to see the season finale.
The ad has been published on the back cover of the Belgian Newspaper De Standaard, as well as being released on line to target fans of Game of Thrones. The photo depicts Wim, who is awaiting a new set of lungs, sitting in his wheelchair and holding a sword – a common theme in the fantasy series.
The copy reads ‘I can’t wait for the season finale’, however if Wim does not receive an organ donation on time, he may not survive until the end.
Along with its creative agency Duval Guillaume, Reborn to be Alive hopes the ad will carry the message that ‘the more organ donors, the more chances Wim has’, and thus encourage donor registrations.