National Transplant Week 2013: 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 multi-phased campaign was the most successful ever, resulting in 53% more people offering to sign up than the previous year.

Judges’ comments

A compelling, well-executed, strategic campaign that dealt with difficult subject matter in a compassionate and appropriate way, making it more accessible. It leveraged the power of social media and boosted the campaign with celebrity endorsements.