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Best integrated campaign

Donate Wales
Increasing organ donor registration

Freshwater and Donate Wales devised a case study-led campaign to encourage people to join the organ donor register.

The campaign was the first to use real people on the waiting list, instead of actors, in adverts and collateral. The creative concept evolved from a transplant patient’s article, describing the waiting list as “an invisible death row”.

To integrate the campaign, channels including PR, social media, advertising, web, Bluetooth and stakeholder engagement were used.

High-profile coverage included the Sun and Observer, BBC Wales Today and Real Radio, while half-hour documentaries aired on ITV and S4C following the campaign case studies. An advert shot and devised by Freshwater premiered on Sky News, who ran it as a lead story, and held live studio debates.

There were over 91 million opportunities to see or hear about the campaign, leading to more than 60,000 people joining the organ donor register. 

A sustained high-profile debate on opt-out led to the Welsh Government introducing an opt-out organ donation system.

Watch the video here:


What the judges had to say...

“The media relations work was literally case-study perfect – with its use of real stories and well targeted media sell-ins.

The creative use of TV – from hooking documentary makers through to the classic social-marketing Death Row adverts was impressive.”

“Brought together – this was a gem of a campaign. And it MATTERED.”


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Impact Report 2017

Impact report 2017