Stop giving out hearts. Start giving out kidneys.
We had to raise awareness among 18-35 year olds about the lack of kidney organs available for transplant. So we took the most famous organ in the world - the Instagram Heart - and replaced it with a kidney during organ donation week.
Selena Gomez received a life-saving kidney transplant in 2017, and has used her platform to voice and campaign for improvements in organ donation.
Being so popular with the target demographic with 235million followers, she could lead the charge on social media, raising awareness of the cause.