The Minister for Health, Jillian Skinner, is encouraging people to know their family's views on tissue and organ donation – the subject of a new television campaign launched last night.

''It is imperative that all Australians know, with confidence, the donation wishes of the people close to them because one day, they could be asked - 'did they want to be an organ and tissue donor?,'" Mrs Skinner said.

"In 2010 and in the first quarter of 2011, we have seen Australia's highest donation and transplantation rates since national records began, but family consent rates remain at less than 60 per cent. If more Australians asked and knew the donation wishes of their loved ones we could save and improve the lives of more Australians on national transplant waiting lists."

Research commissioned by the Organ and Tissue Authority shows that one in three Australians is unsure about the best way to start the donation conversation.

"In Australia, family consent is required before donation can proceed, so we need to normalise the discussion about organ and tissue donation and know the wishes of our loved ones," Mrs Skinner said.

Oliver Zammit, announced as a DonateLife ambassador, reaffirmed the importance of the new campaign. Mr Zammit was able to fulfil the wishes of his late son, Doujon, because the Zammit family had discussed organ donation.

"In going through that heart-wrenching time of our lives, one thing that does stand out is the relief we felt after finding the strength to honour Doujon's wishes, but more important was that family discussion we had around the dinner table, a discussion that has changed all our lives.''

In NSW there were 57 donors and 190 recipients in 2008, rising to 69 donors and 215 recipients in 2009. In 2010 there were 87 (a 26 per cent increase) donors and 265 (23 per cent increase) recipients.