A middle aged woman sits quietly on a bed in what appears to be her son’s room. Her husband enters and asks her to come out and meet a young lady. From their conversation, we can make out that the woman is upset at having to meet the young lady who is related to her son in a mysterious way. The rest of the video reveals how they are connected with one another, with a heartbreaking twist at the end.
Puneet Prakash, the director of this video says, "We wanted to depict how a selfless act such as organ donation results in solace and satisfaction that a loved one is, in a way, living on and in the process has given the gift of life to someone else as well."
Currently, in India, the gap between the number of organs donated and the number of people waiting for a transplant is daunting. The nation’s organ donation rate is a mere 0.8 donors per million population and it is estimated that nearly half a million Indians die every year because they do not receive organs on time.
The only way we can save these lives is by pledging to donate our organs and encouraging our friends and families to do the same. To improve the rate of organ donation in the country, Fortis Healthcare under the aegis of Fortis Organ Retrieval & Transplant (FORT) is promoting the cause and streamlining the process of organ donation following brain death. It provides a 24-hour referral service for organ and tissue donation and helps families with documentation and procedures related to organ and tissue donation and even offers them counselling and support.
In addition, Fortis Healthcare is creating awareness for the cause of organ donation at a mass level. Its ‘More to Give’ campaign, for which this video was created, has reached out to more than 7 million individuals via TV, radio, digital and on-ground activations. The campaign has had a powerful impact. More than 90% of heart transplants in the country are done at Fortis hospitals in Chennai, Mumbai and Delhi, and 52 organ donations have happened across its network of hospitals.
Elaborating on the campaign, Jasrita Dhir, Head - Brand & Marketing, Fortis Healthcare said “Organ Donation is not merely a marketing campaign or a CSR project. Organ Donation, at Fortis, is an organisational priority. We have pieced together ‘More To Give’ with a lot of passion and the response that we are receiving is humbling. We are committed to improve India’s standing in terms of its Organ Donation rate and positively impact lives on-ground. Only then would we count this campaign as a success”
For organ donors, death is not necessarily the end. Their organs live on even after they have passed. As the video shows us, a simple pledge can make all the difference when it comes to saving a life.
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