In May 2007, a Dutch television company announced the casting for the new Big Donor Show. The story follows a deadly ill woman named Lisa who gave her kidney to the needy. But she had to give it as part of this show – choosing between three participants, to whom this kidney could save their lives. The task of the participants is to encourage the choice of the donor and the viewers in their favor. The winner was given a kidney. The other two participants left with nothing. The announcement caused an incredible resonance around the world. Especially given the fact that the founder-father of the channel Bart de Graaf died five years before it was due to kidney disease.

Soon there was a fat point. There was no show at least in the announced form. It all turned out to be a good promotion campaign. And the deadly ill Lisa turned out to be a completely healthy actress. The channel announced that all three participants were found extraordinary donors, and people should think about their healthy kidneys and other organs that they will take with them to the grave. They summed up the action with the words “Bart would be proud of us!”

Results: Within a few hours after the broadcast, 12,000 text messages came with a wish to become a donor, 7300 new donors were registered in the Dutch donor organization a month later, and millions of people around the world thought about the problem of organ donation. In 2008, the show won an international Emmy in the nomination of Non-Scripted Entertainment.