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NHS uses humour to navigate tricky task of getting people to share their organ donation wishes

The NHS is looking to get people to have frank conversations about organ donation this Valentine’s Day with a digital campaign from creative agency Aesop.

It comes on the back of many NHS ad campaigns which have encouraged people to register as organ donors. However, if the family of a potential organ donor is not aware and in support of a loved-ones wishes, in the event of their death, the process of fulfilling their organ donation can be difficult.

The Better Left Unsaid campaign has taken a humorous approach to solving this problem with three films which show a variety of couples on dates with one person sharing a little of their inner thoughts more than they ought to. Each film then ends with the line: ‘Share your organ donation decision with a loved one this Valentine’s.’

“It was a challenging brief. For many people raising the subject of organ donation is not an easy thing to do. So Valentine’s Day – a time spent with your loved one – is as good a time as ever!” explained Stephen Lynch, creative director, Aesop.

“We chose a humorous approach to cut through and make the sharing of one’s organ donor decision feel like a simple and easy thing to do”.

The campaign will be launched across Facebook, YouTube and Instagram from today (8 February) in the lead up to Valentine’s Day.

Ceri Rose, NHS Blood and Transplant assistant director of digital and marketing said: “We’re really delighted with the films Aesop have created and hope they will make a real impact on getting more people talking about organ donation with their loved ones. The films are a different approach for us and are part of our efforts to normalise conversations about organ donation.”

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