The charity is inviting 250 people who had a kidney transplant more than 25 years ago to a gala dinner, and has hired Storm Communications to highlight the difference a donated kidney can make.
The agency intends to use the dinner guests' longevity to emphasise the success of the kidney transplant procedure and the years it can add to people's lives.
'Each guest has had 25 years of extra life - that's 6,250 extra years due to 250 kidney donors,' said Storm Communications managing director Derek Lowe.
The agency is looking to attract celebrity support and corporate sponsorship for the event, which has a working title of 'The 6,250 Years of Life Gala Dinner'. It takes place in September in London.
Storm won the account following a three-way pitch.