This project will implement a social media-base campaign aimed at promoting intention and behaviour towards organ donor registration in Hong Kong. There is a critical gap between organ demand and number of registered donors, as well as between those willing to donate and registered donors. Social media, particularly Facebook, is a novel setting for a community-driven promotion of organ donation with great potential. This project will utilize materials developed in a previous project and create a community-driven online movement to become organ donors. Social media tools, such as a Facebook page and hashtag, as well as a pre-developed Smart phone application, e-mail chains, and team competitions will be used.