With 10,000 people needing organ transplants in the UK, the campaign’s aim was simple: encourage more people to join the NHS Organ Donor Register (ODR). It centred around three key statistics: 3 people die a day while waiting for an organ, 96% of us would take an organ if we needed one and only 27% of the population are on the ODR.
We built up momentum for the campaign launch with the ‘Tin Man’ teaser media campaign and viral. This included strong statistics and a media package of NHSBT spokespeople and case studies. We then took the message out to the public by holding a 20-location roadshow over two months.
Over 540 articles were generated (an average of 3 articles a day during the campaign period) and all coverage was favourable. The media articles reached 39% of the audience with messages including, 40% of the Asian population. For every pound spent on PR, we reached over 1,000 people.
However, most importantly, we saw an increase in the number of sign-ups during the campaign: a feature on GMTV drove the highest number – double that of an average day during the campaign. In total, over the six month campaign period, the number of people on the ODR increased by 600,000.
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