The Red Consultancy, Consolidated PR and Munro & Forster have all pitched to take part in a multimedia campaign to promote awareness of and support for organ donation in the UK.
The campaign seeks to deliver a significant increase in the numbers joining the NHS Organ Donor Register.
NHS Blood & Transplant director of comms Henrietta Joy said a key task would be turning widespread public support into demonstrable action: 'While 90 per cent of the UK population say they support organ donation, the majority of them (64 per cent) have not yet signed up to the NHS Organ Donor Register.
She added: 'This campaign will focus on motivating these people to join the 16 million who have already pledged their organs for transplant after death.'
The winning agency will work in a consortium with an advertising agency and a communications planning agency, which have also been shortlisted.