Owls are being urged to chat about organ donation on the terraces.
Sheffield Wednesday is backing the Sign for Life campaign, running until Sunday, March 13 in a bid to increase the number of people on the NHS Organ Donor Register.
Across the UK there are around 10,000 people, adults and children in need of a transplant, including 149 in Sheffield.
Sally Johnson, director of organ donation and transplantation at NHS Blood and Transplant, said: “Football inspires incredible passion and it is well known that our national game prompts great debate.
“With support from clubs and players we hope to spark some half-time conversations about something which could so easily touch any and all of our lives.
“We are thrilled that Sheffield Wednesday has supported this campaign. It is brilliant that they have recognised how important it is to encourage their fans to think about organ donation and to join our life saving team to help make a real difference and potentially help to save and improve the lives of others.
“To save more lives through organ donation we need it to be a subject that we all talk about.”