Mark Zuckerberg has been an easy target of late--from going rogue to buy Instagram to the constant privacy concerns. But we're going to put our snark aside for a moment and hope his new project aimed at promoting organ donation actually works. "Starting today, you can add that you're an organ donor to your timeline, and share your story about when, where or why you decided to become a donor," wrote Zuckerberg and Facebook COO Sheryl Sandberg in an ABC posting this morning. "If you're not already registered with your state or national registry and want to be, you'll find a link to the official donor registry there as well."  

In the video (below),  Zuckerberg loftily explains to ABC's Robin Roberts that Facebook did amazing things like connecting the people of Joplin, and reconnecting those affected by the Japanese tsunami, but the thing this campaign calls most to mind is the very-viral breast cancer awareness meme (remember all those bra colors?) from a couple of years ago. 

As The New York Times Matt Ritchel and Kevin Sack report, 7,000 people die each year waiting on a transplant and there are currently 114,000 people waiting for organs (the majority of whom are waiting for kidney transplants). If a status update here and there from the site's 161 million members in the U.S. could change those numbers and lives, then more power to the Zuckerberg. There we said it.