Campaign: Second Opinion

Catherine Bayfield, co-founder and director of Shout! Communications, has more than 15 years' broadcast journalism experience.

This is as good, solid and straightforward coverage as you'd expect for a story of this significance. Broadcasters are always drawn to anniversaries and 50 years since the first successful human organ transplant was always going to appeal.

The amount of coverage achieved was impressive, with some good-quality hits, such as BBC Ten O'Clock News. But the coverage could have been more diverse if the story was developed. My questions were: what's the next breakthrough? Are there any new drugs to prevent organ rejection in the pipeline?

Programmes that didn't cover the story, such as Channel 4 News, Newsnight and Radio 4's specialist medical shows, would have liked this more thought-provoking approach.

Broadcasters also appreciate the human-interest side of a story. The first recipient married his nurse and they had two children - how about offering surviving relatives for interview? Also, it would have been good to have seen coverage on youth-oriented outlets.

We'd also have expected more regional TV coverage, which is achievable with good case studies. This would have driven a different audience again to the donor register.

7/10

Creativity: 3

Delivery: 4

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