Our main goal with this campaign is to raise awareness about the importance of donation and to help build a positive public attitude on this issue. Transplants are one of the miracles of medicine, thanks to which thousands of people around the world, for whom this is the only possible treatment, get a chance to live. Our country has for years been in last place in Europe in terms of the number of donors. As of 05.01.2023, the number of people who have expressed their disagreement to receive organs, tissues and/or cells during their lifetime since 2005 is 2820, while the number of Bulgarian citizens waiting for a transplant is 860. This has driven Astellas' efforts in recent years in promoting donation awareness.

People of all age groups benefit from the project, which is entirely aimed at the general public. By using different media channels we aim to reach a maximum audience (at least 2.5 million people) and share the campaign message that 1 donor can save up to 8 lives.

"To Give Life" was launched in 2018 as a long-term campaign, unfolding in different activities, usually in October, when we also celebrate the European Organ Donation and Transplantation Day. For the fifth consecutive year, Astellas is using an innovative way to reach its audience. The " To Give Light" campaign has developed in two phases - one in May, during the Sofia Light Festival, and one in December, just before the brightest of Christmas holidays.

Astellas was invited by its long-time partner MP Studio to take part in the first-ever Festival of Lights in Sofia. The festival was an opportunity to convey the messages of the "То Givе Light" campaign with a specially designed light installation. Through clever wordplay interwoven with visual images in front of a mass audience, messages were conveyed about where light lives, how it can be shared, and why only together, and by helping each other, do we gain meaning. The visual narrative guided the audience's gaze toward the hope of new life, thanks to the raising awareness of donation and transplantation in Bulgaria. Following the success of the Sofia Festival of Lights, attended by over half a million Bulgarians, we used the visuals already created for the second phase of the project - a campaign in shopping centers and public transport stops. The positioning of the campaign visuals in shopping malls and at public transport hubs aim to remind that in the hustle and bustle of shopping around the upcoming holidays, it is not a bad idea to remember that the most precious gifts are not bought and that 1 can save 8.

People are becoming more and more aware of the importance and meaning of organ donation, as they realise that it may be the only option for leading a normal life and in fact saving a human life. Each one of us is a potential patient and does not know if or when such a need would overtake him or his loved ones. By making this a public issue, we are seeing an increasing recognition of the importance of transplantation and organ donation among the general public. This is the aim of the campaign and we believe it would also lead to positive results in the transplant statistics in the country.