The Donation Conversation

by The Red Consultancy for NHS Blood and Transplant

Summary of work

Three people die daily waiting for suitable organs. There’s an urgent need to encourage sign-up to the Organ Donor Register and address a significant barrier to organ donation - family consent. 

National Transplant Week 2013 communicated the need to sign up AND tell loved ones about your donation wishes. 

Our multiphased campaign was the most successful ever, resulting in 53% more people offering to sign up than the previous year.

Judges’ comments

An activity that would typically be mundane was really lifted by the use of digital in this entry. It presented a very innovative way of driving discussion and engagement - great initiative, great results and executed brilliantly!