The Channel 5 series The Gift of Life, which begins tomorrow, 21 October at 10pm, follows the real-life journeys of patients in need of life-saving organ transplants, and was filmed at the Institute of Transplantation in Newcastle's Freeman Hospital, with input from the NHS.
Taylor Herring's campaign is designed to highlight the fact that 10,000 people in the UK are currently in need of an organ transplant, but that three such patients die every day.
A camera team captured the reaction of passers-by as they looked on at the ‘patients’ in locations across the capital including Oxford Street and Westminster Bridge. Channel 5 deployed a promotional team to hand out flyers and give information about the show and the Organ Donor Register alongside the stunt.
The cross-platform marketing campaign for the show also includes celebrity endorsements, a paid-for digital campaign that has achieved more than one million video views to date, and social media activity. People are encouraged to add use the hashtag #GiftofLife and donors can pledge their support by going to the Channel 5 Facebook page to add a heart to their profile picture.
Jo Bacon, a Channel 5 executive, said: "Encouraging people to sign up to the NHS Organ Donor Register is such an important issue and forms the basis of our integrated marketing campaign to both external and internal audiences.
"Working closely with NHS Blood and Transplant and the inspirational people featured in the series, our ambition is to reach a broad consumer audience across platforms with a crucial message. We urge people to make a difference and give the gift of life."
Sally Johnson, director of organ donation and transplantation at NHS Blood and Transplant, said: "Programmes like this show that transplants really do save lives, but they wouldn't be possible without people donating their organs after death. With three people dying every day in the UK in need of a transplant, more needs to be done to increase the number of organs available.
"Tell those closest to you that you want to be a donor so that when the time comes it will make the decision that much easier for your family and more lives will be saved."