(ABC 6 News) — There is a new push to get more people registered as organ donors, and it is focused on men.

Non-profit LifeSource manages the organ donation process in Minnesota. It launched a new public awareness campaign urging Minnesotans “to join Bigfoot in the Big Heart Club.”

Men are said to represent 62% of people on the wait list but only 52% of men in the state are registered. The main barriers were misinformation about health exclusions, and it simply not being a priority.