The call is to industry and academia to continue and accelerate OTDT research and innovation; in an integrated environment, the need and the support for advances will be great. [...] The organization had led the sweeping reform of the blood system and demonstrated the capacity to manage change and growth at the inter-provincial level. [...] Measuring progress At a high level, progress will be indicated within five years by growing public and health-care professional confidence in all aspects of the ODT system; an increase of 50 per cent in the number of donations from deceased donors, and in the number of transplants; a significant drop in the number of people who die while on transplant waitlists; and a decrease in the variability o [...] Recommendations: Public Awareness and Intent to Donate 5. The disconnect between support for donation and action results from the absence of a clear call to action, the absence of system mechanisms to support that call to action, the prevalence of barriers to accessing intent-to-donate information, and the many inconsistent practices within the current system. [...] It is recommended that Canadian Blood Services lead the establishment of a coordinated approach to professional education and awareness in medical, nursing and allied health programs to create a culture of donation and transplantation in the health care system.