This paper presents the analysis of a website created in 2011 by the Federal Office of Public Health (FOPH) to support an information campaign about the organ donation. Observing how a Swiss institution publicly communicates about an issue belonging to the private sphere, this paper describes how the semiotic and discursive resources are mobilised to meet specific goals: promoting discussion and decision about the organ donation while maintaining complete neutrality about the topic. In order to do this, we first discuss the issue of publicising organ donation in Switzerland; then we conduct a detailed analysis of the website to understand the role of the linguistic forms and structures in the communication strategy of the FOPH. This strategy relies on the representation of a public sphere in which ordinary people express conflicting positions about organ donation.