How NHS Blood & Transplant reached 1 million people via organic social
A campaign highlighting the plight of the 233 children on the organ transplant waiting list delivered 1.5 billion earned media impressions.
In 2023, NHS Blood & Transplant was faced with a stark reality. While 233 children were on the UK waiting list for an organ transplant, there were only 40 organ donors listed under the age of 18 in 2021/2022. Indeed, under half of parents supported organ donation for a relative aged under 18, despite levels of support for adult donation sitting much higher.
To address the imbalance and urgently raise awareness of child organ donation, NHS Blood & Transplant teamed up with agency VML UK on ‘Waiting to Live’, a campaign highlighting how life for children on the waiting list is put on hold.
Some 233 bespoke dolls – representing the 233 children – appeared in hospitals and GP surgeries nationwide. Visitors were able to scan a QR code to learn more about the children’s stories and register as organ donors.
The installation was supported by TV, VOD, cinema, outdoor, social and influencer activity, as well as a microsite featuring individual recordings in the children’s voices. Where the children could not tell their stories for medical or age reasons, AI was used to generate their voices.
The handmade dolls featured in 750 pieces of coverage, including on ITV and Sky News, as well as in donated media and social content. The campaign drove a 10% uplift in registrations from under-18s on the NHS Organ Donor Register, alongside an 18% drop in opt-outs.
Waiting to Live delivered 1.5 billion earned media impressions and reached more than 1 million people through organic social. In total, the campaign generated £14.6m in earned media value, results which helped NHS Blood & Transplant scoop the 2024 Marketing Week Award for PR and Brand Storytelling.
