The Welsh Government had already made a big change to the organ donation process, but needed a bit more help.

The problem was, that even though people had either opted in or given deemed consent to donate their organs when they died, they hadn’t told their close relatives. Which meant that loved ones were overturning the decisions of people who may have wanted to donate their organs.

It may seem cold to use hard numbers when discussing people dying, but in this case the figures really add to the human story. Last year there were 21 cases where families over-rode the decision of the donor, or did not support deemed-consent for organ donation. An average of 3.1 organs per donor could have resulted in over 60 additional transplants.

This got us thinking.

If you don’t tell your close relatives about your organ donation wishes, before you die, they could be talking for you when you’re gone.

Having popped the strategy into our creative’s brains, we waited to see what came out of the other side. The result was people talking about their organ donation wishes, but having their faces – and wishes – hijacked by their close relatives.

It created an arresting campaign which ran across TV, radio, print and digital.

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