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April 18, 2011

It's National Organ Donor Awareness Week - Eva's legacy continues

By Jorge

Live Life. Pass It On. Register at BC Transplant.

We are proud to announce the launch of   our new television commercial (PSA), created to launch Eva's movement for Organ donation. The PSA, directed by Nimisha Mukerji using footage from her film 65_RedRoses was sponsored by BC Transplant as  part of Live Life. Pass it On, BC Transplant's province-wide campaign to promote organ donor registrations.

That ad will also be airing in Ontario thanks to Trillium Gift of Life. 

Launching today on the first day of Canada's National Organ Donor Awareness Week (April 18-24) Live Life. Pass It On. includes the TV ad as well as posters, transit ads and an online campaign and is an extension of the inspiring awareness that Eva Markvoort initiated and her legacy through her transplant art project.

About the art project (excerpted from the BC Transplant site)

Transplant gave Eva hope and it was this hope that kept her going until her call for transplant came in 2007. She was able to live a spirited and rich life for two years after her transplant, before succumbing to organ rejection. During those two healthy years, Eva embarked on an ‘awareness art project’ with friend, Cyrus McEachern. Cyrus’s photography talents combined with Eva’s artistic flare resulted in a stunning series of photographs highlighting local transplant recipients.

Sadly, as this amazing project was getting off the ground and Eva was realizing the power of the movement she had started, she passed away while waiting for a second double lung transplant last March.

The ‘models’

BC Transplant helped to identify willing ‘real life models’ for the project. The goal: to increase awareness for organ donation through an artistic medium. Special thanks to the local transplant recipients who agreed to model and share their transplant stories: Amanda, Darvy, Bryn, Savilla, and Maxine.

BC Transplant PSA from Hello Cool World on Vimeo.

BC Residents can watch the PSA on television during the following times:

Global TV (Cable channel 5):
weeknights after 11:30pm
weekend morning news casts 6:00am-9:00am

CTV BC (Cable channel 4):
weekdays during Canada AM 6:00am-9:00am
weekday afternoons 12:00pm-4:00pm
weekends all day 6am-6pm

CHECK TV (Cable channel 7):
weekdays 6:00am-7:00am
weekday afternoons 12:00pm- 5:00pm
weekends 6am-2:00pm

The PSA will also air on CBC and Shaw TV (including cable 119 and Shaw Multicultural).


Tag(s): 65_RedRoses

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