Ethnic communications agency Media Moguls previously designed and implemented the first ever South Asian organ donation campaign from 1998 to 2003 for the Department of Health.
As well as increasing awareness about the lack of donors, the campaign also aims to challenge the misconceptions surrounding it. The campaign will support the decision-making process by providing accurate information and encouraging people to join the NHS organ donor register.
Twenty-three per cent of people currently waiting for a kidney transplant are from BME communities. Owing to the shortage of compatible donors, South Asian and black patients on average have to wait nearly twice as long as a white person for a kidney transplant.
Media Moguls managing director Anjna Raheja said: 'Organ donation is a serious issue among ethnic minorities. And the fact is that the Asian and black community are three times more likely to require an organ than the white community. So using our in-depth cultural knowledge and understanding we can raise awareness by bringing the issue to light.'
The campaign will be launched at the end of January. Activity will include outreach involving face-to-face engagement, celebrity support and partnerships with key ethnic media to support the campaign.
The campaign will complement NHSBT's national ‘Prove It' organ donation campaign, which started in November 2009.