233 dolls told the stories of children waiting for organs to encourage donor registration [Video]

Winning The Drum Awards for Social Purpose in the Integrated Campaign, Not For Profit, category is VML UK and NHS Blood & Transplant with the landmark ‘Waiting to Live’ campaign. Here is the award-winning case study.

In 2021/22 there were over 200 children waiting for a transplant, compared to only 40 child organ donors. Donors are eligible either after brain death (DBD) or after circulatory death (DCD).

To donate organs after death, a person needs to die in a hospital in specific circumstances, which is a rare event in pediatrics. With the numbers of eligible donors so small, every decision counts.

Consent rates are lower for child organ donation than for adults with only 48% of families supporting donation for a relative aged under 18. This compares to an average of 66% families agreeing overall.

To maximise registrations on the NHS Organ Donor Register the campaign needed to reach as …

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