In March 2023, researchers from the University of Newcastle, Australia, were awarded a Community Awareness Grant from the Australian Organ and Tissue Authority (OTA).

The four researchers, Elaine, Andrea, Simon, and Stuart, conducted focus groups and spoke with Australian university students to understand their thoughts and attitudes about organ and tissue donation. Drawing on the insights they gained from the students and their survey of academic research studies, they developed a series of digital media content which includes short, scripted videos vox pop interviews, and digital posters.

The digital media content aimed to encourage Australian university students to talk to their families about their organ and tissue donation decisions, as well as dispel common myths and address misinformation. The digital media content was subsequently promoted to 18-22-year-old Australian university students through YouTube and TikTok social media campaigns in June 2024.