Donating is a natural choice: the new campaign aims at informing and raising awareness between citizens about organ, tissue and cell donations

The National Transplant Centre, in order to follow the changes in communication tools and languages occurred during COVID-19 outbreak, has launched a new campaign about organ, tissue and cell donations. The methods of accessing and using information sources have also changed, focusing mainly on new digital and social platforms. On this basis, the National Transplant Centre launched an in-depth scenario research activity aiming at achieving a new strategy for the promotion of what discussed above. A new campaign was born, supported by the Ministry of Health, with the aim to give a new impulse to communication on the subject and to inform citizens on how to become donors.