There can be no doubt that change is needed at the heart of Britain's outdated organ donor system.
Prime Minister Gordon Brown has said he is in favour of the UK adopting a "presumed consent scheme" similar to that used in Spain - a change that could lead to hundreds of extra transplants a year.
A presumed consent system would require those opposed to donation to opt out during their lifetime, although relatives would still be consulted at the time of death.
The current organ donor system relies on people opting in, by signing the NHS Organ Donor Register and talking to their families and loved ones about their wishes.
But it has resulted in a mammoth backlog and painfully anxious waits for those waiting for donors, as well as their families.
The story of 34-year-old mother-of-one, Lori Smith, from Garford, near Abingdon, is a case in point. Lori is one of 67 people waiting for an organ transplant in Oxfordshire.
Hers is a heartbreaking story and it's amazing how she is managing to live a near normal life.
Probably the most distressing thing for her is the knowledge that there have probably been around 500 kidneys suitable for her during the 18 months she has been on the transplant waiting list.
However, they have all gone with their owners to the grave or been cremated - all because the people concerned never registered as a donor, or maybe wanted to but failed to tell their relatives.
We hope today that you will decide to give the gift of life by filling in the coupon on page 5 or the online coupon on oxfordmail.co.uk.
None of us knows what's around the corner. But if the worst were to happen you could save someone like Lori who is desperate to keep well for the sake of her little girl. She wants to make sure Keira will keep her mummy.
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