BC Transplant is an Agency of Provincial Health Services Authority. Each year they put on a campaign to raise awareness of organ donation and to gather registrants for their online database of organ donors. In past years, BC Transplant, with the help of transplant recipient and artist, Eva Markvoort, launched highly successful campaigns using the Eva's artwork; however, the campaigns were criticized by some as being too 'provocative'. For the 2013 campaign, they sought to capture some of the spirit of the previous campaigns, while being more sensitive to the concerns of their audiences.
The agency recommended using the same slogan (Live Life. Pass it On) as the previous two years, out of respect to Eva Markvoort and as a tribute to her efforts to generate awareness of organ donation and Cystic Fibrosis. We also developed a campaign theme built on the basis of her artwork, but instead of painting organs on people's bodies, we had the organs painted on t-shirts and invited previous participants to come back.