On the outskirts of Sudbury, on each of the two roads that lead into town, you will see a large red billboard emblazoned with a simple message: “Be an organ donor. Tell your family.”

These unique billboards have remained in the same spot for 10 years. A constant reminder to all who go to Sudbury that organ donation can save lives.

“It’s only seven words,” says Betty O’Reilly, whose family erected the signs after the death of her son, Michael, in 1999. “That’s so you can read it very quickly while you’re driving.”

Betty and her husband Mel watched helplessly as Michael, who had cystic fibrosis, died at the age of 37 while waiting for a double lung transplant. They were shocked that no lungs became available during the 13-month wait.

awareness for organ donation, heading up their cause from the Irish Heritage Club of Sudbury. They have issued stickers and reusable grocery bags printed with their message, and each year they organize a walk to inspire community members to become organ donors.

Their efforts seem to be working.

According to an analysis by the Star, Sudbury has the second highest rate of organ donor registration in the province. About 34 per cent of residents have registered their consent for organ and tissue donation with Ontario’s Trillium Gift of Life Network.

Betty does not think their persistence and simple message would have broken through in Toronto.

“It’s easier to spread the word in a smaller city,” she says. “We really feel that our efforts have shown an increase in donation.”

That it is easier to effect change in smaller communities, where people are more likely to connect with a friend of a friend of a friend, is likely just one of the reasons there is wide variation in organ donor registration rates in Ontario.

Data obtained by the Star, released by Ontario’s Ministry of Health under access-to-information laws, shows a stark difference in rates of organ donor registration.