Organ Donor Register - Concepts
There will always be an excuse not to join the organ donor register - life's busy and things get in the way. It's so quick to do though, there's really no reason not to.
By targeting people when they're stuck in traffic and likely to be daydreaming, joining the register might just get added to their list of things to do when they get to where they're going.
Using familiar identifiers helps the audience relate to the pictured models - we're all busy, multi-faceted characters but this is what draws us all together.