Be my Valentine (and give me your kidney) campaign reaches more than a million people

A tongue-in-cheek film encouraging people to give away one of their kidneys and be a living donor has managed to reach more than a million people, according to the NHS Blood and Transplant comms team.

The ‘Kidney-Shaped Love’ campaign ran during the lead-up to Valentine’s Day
The ‘Kidney-Shaped Love’ campaign ran during the lead-up to Valentine’s Day
The organisation which worked with MHP to produce last year's award-winning 'Missing Type' campaign has partnered with 'brand storytellers' Aesop Agency, for its second Valentines' outing. 

Almost 5,000 people are on the waiting list for a kidney transplant in the UK - more than the total number of people waiting for any other organ combined. 

More than 250 people died last year waiting for a kidney transplant due to a shortage of donors.

The ‘Kidney-Shaped Love’ campaign, launched by NHS Blood and Transplant and the Give a Kidney charity, ran for a week leading up to Valentine’s Day and revolved around a song written and performed by the comedian Alex Smith. 
The short film is set in a working men’s club in London where couples are celebrating Valentine’s night. 
However, instead of a romantic ballad they are treated instead to an acoustic version of a song which includes the lyrics: "I’d give you my heart, But I’d have to be dead, And I’m still very much alive, So please have my kidney instead…"

The film was promoted on social media platforms such as Facebook, YouTube, Instagram and Twitter. 
It had more than 120,000 views on Facebook alone – representing around 107,000 individuals - and a #ShareYourSpare hashtag achieved a reach of 1,025,483 and impressions of 1,701,532 on Twitter. 

Some 375 downloads of an information guide from the website were attributed to social media activity, according to NHS Blood and Transplant.

And Andrea Ttofa, head of organ donation marketing, NHS Blood and Transplant, commented: "This was the first time we have run a campaign promoting and raising awareness of living donation in recent years. We understand that encouraging people to consider organ donation whilst still alive, is a very different ask to our usual focus on donating organs after death."

She added: "By keeping the video light-hearted and not overly serious we hoped to reach a wider audience, beyond those who might already be supportive of organ donation…we have been delighted by the reaction from those who have watched and been motivated to find out more about living donation as a result."

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