Winner
Waiting to Live Campaign
by BCW for NHS Blood and Transplant
Summary of work
There are many things a child should be waiting for: their first tooth, their first day at school and of course, to grow up. But no child should be waiting to find out whether they live or die.
In June 2023, 233 children in the UK were doing just that. 233 children were on the NHS organ transplant list and among them was three-year-old Ralph, waiting for a multi-organ transplant to survive.
The backlog is because of the difficulty of broaching the subject of organ donations when a parent has just lost their child and the need for parents to proactively “opt-in” to register their child. And most parents in the UK are unaware this is a necessary step.
To get parents to think about the unthinkable and register their child as a donor, we launched “Waiting to Live” a creative campaign with the sole purpose of saving Ralph and the other 232 children’s lives.
Judges’ comments
The judges loved the beautiful production of the dolls and it had a real impact on additions to the child doner register. The importance behind the work was clear, with a powerful and emotive message and is clearly a personal passion project. It was tangible, effective and showed a clear shift in behaviour. Quite simply, powerful, beautiful and simple.
