The NHS Blood & Transplant campaign aims to significantly increase the number of people signing up to the NHS Organ Donor Register. It is being supported by retained agency Munro & Forster.
The campaign will include the NHS Blood & Transplant's first national television campaign to promote organ donation.
The campaign call to action is: 'If you believe in organ donation, prove it. Register now.' The theme for the new campaign was chosen as research showed that more people are likely to sign the register after hearing messages that remind them ‘someone they love could need a transplant' and that ‘it could be you who needs a transplant'.
More than 10,000 people currently need an organ transplant in the UK, of whom 1,000 a year will die before an organ becomes available. One donor can help up to nine different people.
Currently, the UK has one of the lowest rates of organ donations in Western Europe and compared to the USA.
The campaign will see further bursts of activity at Christmas and in the spring. M&F has also planned a roadshow in ten locations across the UK to engage with local trusts and stakeholder organisations.