A marketing campaign highlighting the plight of the 233 youngsters on the organ transplant ready listing delivered 1.5 billion earned media impressions.
In 2023, NHS Blood & Transplant was confronted with a stark actuality. Whereas 233 youngsters have been on the UK ready listing for an organ transplant, there have been solely 40 organ donors listed beneath the age of 18 in 2021/2022. Certainly, beneath half of oldsters supported organ donation for a relative aged beneath 18, regardless of ranges of assist for grownup donation sitting a lot greater.
To deal with the imbalance and urgently elevate consciousness of kid organ donation, NHS Blood & Transplant teamed up with company VML UK on ‘Ready to Dwell’, a marketing campaign highlighting how life for kids on the ready listing is placed on maintain.
Some 233 bespoke dolls – representing the 233 youngsters – appeared in hospitals and GP surgical procedures nationwide. Guests have been in a position to scan a QR code to be taught extra concerning the youngsters’s tales and register as organ donors.
The set up was supported by TV, VOD, cinema, outside, social and influencer exercise, in addition to a microsite that includes particular person recordings within the youngsters’s voices. The place the youngsters couldn’t inform their tales for medical or age causes, AI was used to generate their voices.
The handmade dolls featured in 750 items of protection, together with on ITV and Sky Information, in addition to in donated media and social content material. The marketing campaign drove a ten% uplift in registrations from under-18s on the NHS Organ Donor Register, alongside an 18% drop in opt-outs.
Ready to Dwell delivered 1.5 billion earned media impressions and reached greater than 1 million individuals by way of natural social. In complete, the marketing campaign generated £14.6m in earned media worth, outcomes which helped NHS Blood & Transplant scoop the 2024 Advertising and marketing Week Award for PR and Model Storytelling.
