Headstream won the account following a competitive pitch and will be responsible for all digital PR and social media engagement to promote the campaign website.
The Wall of Life website shows the image of toddler Louisa McGregor-Smith, who received a life-saving heart transplant in 2007 when she was 5 months old. Louisa's face is made up of a mosaic ‘wall' which can accommodate 60,000 pictures.
The campaign invites organ donation supporters to join the NHS Organ Donor Register and upload their photo and a personal comment to the site to publicly demonstrate their support. The photos help populate Louisa's image and build the Wall of Life, while urging supporters to spread the message about organ donation to their friends and families through popular online networks.
NHS Blood and Transplant head of media and PR Maxine Walter said: ‘With more than 10,000 people in the UK currently needing an organ transplant the Wall of Life is extremely important in encouraging people to sign up to the NHS Organ Donor Register and discuss their wishes with family and friends.'