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Don’t put organ donation on ice

Transplant Québec takes change to heart


Transplant Québec




Today, World Organ Donor Day, Transplant Québec unveiled a huge silicone heart frozen in a 2.4-metre-high ice wall near Quebec City’s famed Fontaine de Tourny. The impressive LG2-designed installation, on display in the heart of the Old City until October 19, will raise awareness about organ donation. On-site communication pieces invite the public to visit the organization’s website to learn more about its mission and critical role supporting patients awaiting an organ transplant.

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“Through this public action, we wish to draw attention to the importance of adopting a specific and comprehensive legislative framework to optimize organ donation in Québec. For several years now, Transplant Québec has been arguing that Québec needs to undertake a major social reflexion in order to review the laws and put in place effective processes to raise organ donation rates.”

Martine Bouchard

Executive Director, Transplant Québec

“The idea came to us in a flash of inspiration that we presented to Transplant Québec to address the dire need for change to organ and tissue donation in Quebec. Every year, some 40 people die in the waiting room, and professionals in the field agree that the current system is on life support. This powerful initiative illustrates how creativity can bring a worthy cause to life. Above all, it advances Transplant Québec’s vital mission by attracting media attention.”

Alexandre Jourdain

Partner, Creative Director, LG2

“We had to create a strong symbol to grab attention. Time is the most precious thing for people who are waiting for a transplant. A faux heart encased in a wall of ice dramatically illustrates the issue and symbolizes the urgency to act. If this initiative can make things better for just one person, then we’ve succeeded.”

Arnaud Bourassa Francoeur, Creative Copywriter, and Bastien Collard, Art Director, LG2

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Transplant Québec has a mandate from the Minister of Health and Social Services to save lives and improve the health of persons in need of a transplant by coordinating the organ donation process, ensuring the equitable allocation of organs, supporting best clinical practices through consensus building and the mobilization of its partners, and promoting organ donation in the society at large. Transplant Québec therefore works to ensure that the greatest possible number of Quebecers waiting for an organ can benefit from a transplant in as timely a fashion as practicable.