An eight year Organ Donation Campaign

Challenge: Transforming Organ Donation Rates.

In 2013, organ donation consent rates in Wales were significantly lower than the rest of the UK (less than 50% vs 57% in England). To combat an unprecedented shortage of organs, the law was changed to a ‘soft opt-out’ or ‘deemed consent’ system which meant that if people did nothing (i.e. didn’t actively opt-in or opt-out), they were automatically consenting to donating their organs.  

 To avoid widespread confusion, public negativity and potential litigation, a communications campaign was needed to inform the nation of the legislative changes and to ultimately save lives. 

 Our multi-award-winning, 8-year national communication campaign has helped Wales go from lowest to highest country in the UK for organ donations. It demonstrates our ability to deliver national, pan-Wales campaigns that achieve real and measurable behaviour change. 

Phase 1. Raise Awareness of the Importance of Donating Organs and the Upcoming Law Change.

With a primary focus on raising awareness of the up-coming legislation change, we needed the nation to feel well-informed about the importance of the change to the nation’s health and the significant role it would play in saving lives. But we also needed to encourage people to consider their views on organ donation and speak to others about it.  

‘It’s Time To Talk’ focussed on the agonising wait individuals face when waiting for a transplant, while also serving to count down to the launch of the legislation in 2015. We asked the public to be prepared, think about their wishes and to take the opportunity to talk about it with loved ones. 

 Media relations supported the ATL campaign with case study stories of people whose lives were literally on the clock as they waited for transplants. Digital OOH and banners of ticking clocks appeared across the country counting down to the change in law so that no one in the country could be oblivious of the issue.  

Phase 2: Ensure Families Honor Organ Donation Decisions.

By 2017, consent rates were up to 64% and awareness of the legislation was at 76%. But at crucial moments, families were overriding individual’s decisions to donate organs, often because they were overwhelmed by emotion. Despite the law being on their side, medical professionals found it difficult to force donation under these heart-breaking circumstances.  

 ‘Voices’ was created to dramatically illustrate the issue. Broadcast advertising presented individuals talking about their organ donation decision. Suddenly their voices change, and we hear family members speaking on their behalf in a distressed, panicked way. The campaign launched with TV, radio and digital advertising, supported by public relations and social media activity, including a roadshow ‘conversation sofa’ on which people could have ‘the chat’, and beer mats of comedy mouths appeared across pubs in Wales, prompting conversation starters between friends. 

Phase 3: Encourage Clear Conversations and Actively Opt-In to Donating Organs.  

People often procrastinate about choices that do not offer instant gratification or prompt feedback. Focusing on ‘the power of now’, we needed people to be clear about personal decisions, to prioritise immediate conversations with their loved ones and encourage them to actively opt-in to organ donation.   

 ‘Guessing game’ used the familiarity of games and puzzles, such as charades, Pictionary and cryptic crosswords, to illustrate need for clarity on Organ Donation. Digital games were circulated on social media, with the answers alluding to the importance of having clear conversations. Media relations offered tips on how and when to broach the subject with loved ones and experiential activities, such as a giant ‘Operation’ game, gave friends and families the opportunity not only to play games but chat with each other about the issue.