Campaign: Wales' Invisible Death Row
Client: Donate Wales
PR team: Freshwater Wales and in-house
Timescale: December 2009-June 2010
Donate Wales is a group of charities that have come together to promote organ donation and encourage people to talk about their organ donation wishes.
- To encourage sign-ups to the UK organ donor register
- To increase traffic to the Donate Wales website.
STRATEGY AND PLAN
The campaign was built around an article written by a transplant patient who likened waiting for a transplant to being on 'an invisible death row'. The PR team chose case studies based on age, gender, location and language to communicate with a broad spectrum of the Welsh community.
The team filmed a TV advert using case studies and shot in disused police cells.
MEASUREMENT AND EVALUATION
The campaign secured regular news coverage on Welsh TV channels. Documentaries were secured on S4C and ITV Wales. Press highlights included a double-page spread in The Sun and a piece in The Observer. Campaign footage shot in a North Wales hospital was used as part of a plot relating to organ donation by the TV show Hollyoaks.
In the first month of the campaign, an additional 2,500 people joined the organ donor register. Traffic to the Donate Wales website increased by 658 per cent.