5 lakh Indians lose their lives every year waiting for an organ. That’s a life lost every minute. In 2017, only 800+ Cadaveric donations took place which represents an organ donation rate of 0.8 person/ million individuals. As a leading healthcare service provider in India, Fortis decided to take up the cause of organ donation in an effort to positively impact the well-being of the nation. The idea was to drive systemic change in the perceptions and the behavior surrounding organ donation and increase the number of organ donation pledges. This was not an easy task - existing negative perceptions and a general lack of actionable concern were the biggest challenges. Fortis’s More to Give campaign was conceived to prick the nation’s conscience and in doing so bridge the huge gap by propagating the philosophy of saving lives and champion the cause of organ donation.