Excellence in Media Relations

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.