When messaging captures and inspires heroism

Few marketing campaigns have such inherently uplifting messaging possibilities as those for organ donations. Even for non-donors, the slogans are inescapably inspiring:

“The greatest gift is life – thank you for passing it on.”

“A hero is someone who donates life.”

“Make your goodbye someone’s hello.”

Recently, the phrase that resonated most is, “Live twice, donate once.” It struck a chord because it actually understated the impact made by two – seemingly totally different – young Israelis last month.

Israel Defense Forces Captain Shahar Gamla, 23, fell in battle in southern Lebanon in early June. His bereaved parents, Leah and Yishai, believing that “there is nothing greater than organ........

© The Times of Israel (Blogs)