Campaign Focus: The story behind Organ Donation Week
NHS Blood and Transplant
We stand for hope. We stand for life. We stand for helping people do something extraordinary.
I’m Neil and I’m #Proud2B part of the Organ Donation Marketing team at NHS Blood and Transplant. I’m really lucky to be part of such a skilled and supportive team and I love the variety of my job. A particularly exciting (and busy!) time of year is #OrganDonationWeek, which we launched on Monday.?
This year, we’re using the platform of our biggest campaign of the year to encourage people to confirm their organ donation decision on the NHS Organ Donor Register.
An estimated 3,390 transplant opportunities were missed last year, with many families saying they didn’t know their loved one’s thoughts about organ donation, so didn’t feel they could support donation on their behalf. Statistics show, however, that 9 in 10 families agree to support organ donation when their loved one has registered to donate.
Recording an organ donation decision on our website, or via the NHS App, is the clearest way to state what you want to happen, and it only takes 2 minutes to do!
In recent years we’ve been trying to reach the element of our audience that are warm and supportive to the idea of organ donation, but maybe have reservations about talking about death or their own mortality, and most likely haven’t got round to confirming their decision because of that, or they perhaps avoid the task assuming it takes a long time to register.?
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Working with a creative agency we established some key messaging which you’ll see as part of our Organ Donation Week activity this year and beyond, encouraging people that ‘2 minutes now could save up to 9 lives’ and it’s ‘the best thing you’ll do today’.
This messaging tested really well at focus groups, with people particularly motivated by the idea that each organ donor could save up to 9 lives, that it only takes 2 minutes to register and by the positivity of the ‘best thing…’ message.
We’re aiming for 25,000 new registrations during Organ Donation Week across the UK. If you’ve always meant to confirm your support for organ donation but never got round to it, why not take the time today to potentially save lives in future? It’s the best thing you’ll…. Well, you know the rest!
You can confirm your organ donation decision here ?? https://www.organdonation.nhs.uk/register-your-decision/
Celebrity and Influencer Manager NHS BT
1 年Hi Neil this is such a great blog - I love the way you've talked about the 3,390 missed opportunities although 9 out of 10 people support organ donation - it really highlights why its so important to confirm your decision on the ODR - also like the way you've phrased it to say "what you would like to happen" rather than saying after you die.. great language for the quiet and caring audience too! Well done on all the amazing work on organ donation week - it looks incredible! ??