Max & Kiera's Law

NHS Blood & Transplant

Brief

In Spring 2020, the law around organ donation will be changing. Under this law all adults in England, over 18, with certain exceptions, will be considered to have consented to be an organ donor when they die.

NHS Blood & Transplant approached us to help produce a content campaign for social media, that would help raise awareness of the law change amongst people in the UK, so that they would feel informed to make their decision and log it on the official organ donation register.

Approach

In partnership with NHS Blood & Transplant, we produced a suite of animated content to raise awareness of the law change, get audiences to proactively record their organ donation decision on the NHS Organ Donor Register, and to tell their family and friends their decision. 

As well as a central asset to be promoted widely across social media, we also produced several dedicated pieces of content across Instagram stories, YouTube pre-roll and unpublished social ads. 

All of the content was recognisable as part of the campaign with a similar animated style and narrative, as well as making reference to the balloon motif already associated with NHS Organ Donation.

Outcomes

So far, by delivering content across a variety of channels and audience targets, it has proved to be very popular and engaging on social, which has increased use of the donor register. We await further information on the campaign once the law has come into effect later in 2020.