With 97% of people believing in organ donation yet only 36% of Scots on the NHS Organ Donor Register in Scotland, our brief from the Scottish Government is to drive up numbers.
Saving lives in Scotland
A tricky one given the fundamental barrier to signing up is that you’re forced to confront your own mortality.
We’ve been tackling this issue for the last three years, championing the message that you are more likely to need a transplant than become an organ donor.
Using the stories of those waiting on a transplant, recipients and donor families to provoke people to sign up, we’re dominating the news agenda and making organ donation front of mind for Scots.
We’ve also delivered some cracking creative tactics too. From staging a unique recital on Europe’s largest musical organ, enlisting the support of Scotland’s top footballers to swap saving goals for saving lives and even touring a giant wishing well emblazoned with the stories of people waiting on a transplant around the country.
Our campaign has helped Scotland reach a record number of sign-ups with 1.8million now on the Register. Last year we delivered 2,000 sign ups every week, compared to 2,500 in the rest of the UK – not bad for a population of 5 million.
This week we've managed to secure a front page splash and three page spread in The Sun backing our campaign to recruit more organ donors. Consolidated PR has brokered a week-long campaign with Scotland's largest newspaper to raise awareness of the urgent need for more people to join the NHS Organ Donor Register. And just like giving the gift of life, it's not cost a penny.
This life-changing campaign has also earned us a hat trick of award nominations at the CIPR Excellence, PR Week and CIPR PRide awards.