The Brazilian Association for Organ Transplantation (ABTO) invited us to remind people that a single organ donor can save up to seven lives.

Long before this project, I met a lifeguard who had rescued someone from drowning.
Seeing the recognition he received made me realize how extraordinary it is to save a single life.

That encounter led to a simple thought.
If saving one life is heroic, what do you call someone who saves seven?

That is why when the team presented the idea of celebrating organ donors as heroes, I knew we had something special.

More than a decade later, ABTO continues to feature the campaign across its social media channels, making it one of the organization's most recognized initiatives.