The Scottish Government has unveiled a new campaign, created by The Leith Agency, which aims to encourage family members to ‘have a chat’ about organ donation, based around the key message ‘Organ Donation, Don’t keep it to yourself’.
The campaign includes new 30” and 10” adverts encouraging the viewer to ‘have a wee chat’ about organ donation by saying ‘I want to be an organ donor’.
Gillian Govan, chief marketing officer at the Scottish Government, said: “Whilst Scotland has made huge strides in increasing sign-ups to the NHS Organ Donor Register, it’s vital that people make their wishes about organ donation known, as this could potentially make a huge difference to those waiting on a much needed transplant should the worst happen.
“Organ donation isn’t something that is readily raised in conversation, however the new campaign has been designed to prompt this discussion in a warm and sensitive way. Each and every donor has the potential to save as many as seven lives, and having the chat can really make all the difference.”
The campaign will also be carried over various other mediums, with PR for the campaign to be handled by Consolidated PR and a new website designed by Story.
From 29 October 2012, the television advert will be aired over three weeks across STV, Channel 4 Scotland, Channel 5 Scotland. A heavyweight DM campaign will launch in November 2012.
Brian Coane, partner at The Leith Agency, said, “Organ Donation is a sensitive issue and as such it needs to be dealt with appropriately. We believe this creative approach does exactly that and will have the desired result, encouraging people to engage with the issue, have the conversation and ultimately make their wishes known.”