A very unusual approach to try to raise awareness of organ donation is also raising plenty of concern with church groups.
The campaign’s creator is defending using a crucifixion theme in an ad, which encourages people to donate their organs.
In the new TV ad, Jesus is being used to promote organ donation. He can be seen consenting on the cross and encouraging others to do the same.
The ad depicts two soldiers asking Jesus, pinned to the cross, if he would like to donate his organs.
“Not all of us are going to the eternal paradise, and your organs could save the lives of six people,” a character clad in armour says to the actor depicting Jesus.
It’s a conversation transplant advocates say we need to have.
“Eighty per cent of Australians will tell you that they’re willing to donate organs, but only 34 per cent have registered,” Richard Bullock, Director of the advertisement said.
The commercial, set to run Australia-wide, is designed to explain the new two-step process to signing up.
However, it has also generated criticism, for making light of the crucifixion.
The Catholic Church declined to comment on the use of Jesus’ image. But according to organ transplant groups, all major churches support the life-saving practice.
“The entire principle of this is my body and I’m giving it up for you, is a principle of the church, is exactly the principle of organ donation,” Mr Bullock said.