Public Sector: Campaign breakdown - Organ donation

Agency: Munro & Forster
Client: NHS Blood and Transplant
Timescale: October 2009-ongoing
Budget: Undisclosed

- The lowdown

The first multimedia campaign to promote organ donation was rolled out across the UK on 2 November. The campaign aims to make people think about organ donation and to convert good intentions into sign-ups.

- Who is being targeted?

The wide-ranging campaign is aimed at all sections of the general public, to stimulate debate and discussion, with a particular focus on two groups: those who are ready to sign up now, and those who are in favour but need to talk to their family first.

- What are the main objectives of the campaign?

The main objective is to develop a series of creative ideas to support the launch of the advertising campaign.

- What activities are taking place?

The campaign started with a teaser, aimed at highlighting how many people who need an organ die each day. Munro & Forster launched a viral game based around the Tin Man from The Wizard of Oz - who was known for needing a heart. In addition, it held a photo call with Louise McGregor-Smith, a two-year-old girl who had a heart transplant, giving 33 Tin Men a heart.

- What else is M&F planning?

The campaign will see further bursts of activity around Christmas and in the spring. M&F has also planned a roadshow in ten locations across the UK to engage local trusts and stakeholder organisations.

- What challenges does M&F face?

As a sometimes controversial issue, it is essential to approach the subject appropriately, while creating enough talkability to generate media cut-through.

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