How do you talk to 16-25 year olds about organ donation? Not with statistics. Not with guilt. With cinema.
We created “Robert Cronejager” – a fictional actor whose entire career consists of dying on screen, more times than anyone else in the history of film. A mockumentary, a fake Allociné page, a Twitter account full of deadpan commentary on his own absurd filmography. The conceit was irresistible: a man who has died a hundred times in the movies asks, on behalf of those who die only once, to tell your loved ones whether you want to donate your organs.
The film launched on YouTube and social platforms on June 22, 2015, timed to the national day of reflection on organ donation and transplants. It spoke in the language of its audience – cinephile, self-aware, comfortable with dark humour -and delivered a message that no public service announcement could have made land in the same way. The call to action was clear, the tone completely unexpected.
