It’s a startling fact that in England, people still die every day waiting for an organ transplant. And for those on the waiting list, life can be stressful, unpredictable and debilitating. The NHS is seeking to remedy this situation by moving to an ‘opt-out’ system of organ donation consent. Next year, unless people let NHS Blood & Transplant know, all English adults will be considered to consent to organ donation.
As you can imagine, this is a sensitive and emotive subject, and one that must be treated with a true lightness of touch. The new campaign, which will reach its crescendo next year, is the culmination of months and months of careful audience research and consultation with ethnic and faith groups. It seeks to communicate the law change in a clear, concise and understandable manner - whilst also highlighting the life-changing importance of those who become donors.
The campaign will be multifaceted, including TV, radio, outdoor and digital; as well as communications in hospitals across the country, and community outreach materials.