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Finalist

NHS Blood & Transplant - National Transplant Week 2011

by Munro & Forster Communications for NHS Blood & Transplant


Summary of work

With over 7,500 people currently waiting for an organ, NHS Blood and Transplant (NHSBT) wanted to use its annual Transplant Week to drive sign-ups to the Organ Donor Register.

Entirely PR-led, the week needed to: make people think about organ donation; overcome a range of barriers to signing up – from fear to inertia; and increase the number of people actually signing up.

PR achievements were: securing 179 articles across the week, including 18 national media hits; reaching 48 per cent of the UK population; and, critically, prompting over 11,000 people to join the register.


Judges comments

This took a different angle to the traditional approach to organ donation. The tactics put in place worked well and achieved results demonstrating a change in behaviour. 

Stakeholder comments

Senior marketing officer: Transplant Week 2011 saw a marked increase in media coverage and, ultimately, in sign-ups to the Organ Donor Register. The extent of national coverage was no doubt a huge driver in securing the volume of sign-ups and there was a real buzz to the week – both at the events and online, as well-known faces like Sarah Brown and Krishnan Guru- Murthy helped get people tweeting about organ donation.


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