![hero](https://www.union.co.uk/wp-content/uploads/2016/01/SG-Organ-Donor-Hero.jpg)
Life &
Death
KILL JILL
In 2008 around 700 people in Scotland were waiting for an organ transplant as there was a chronic shortage of suitable donors. The reason? Over 70% of Scots had not signed the Organ Donor Register. So the Scottish Government briefed The Union to develop a new campaign to encourage Scots to sign up. We tested TV as the lead media for the first time – with the ‘Kill Jill’ concept – supported by press, outdoor and field marketing through Union Connect. The campaign worked beyond expectations, with a +242% uplift in response. An at the 2010 Marketing Star Awards the campaign also won the Gold Award in the advertising category.
Client | Scottish Government
Sector | Public Sector
Discipline | Broadcast • Direct Response • Field Marketing • Integrated Marketing • Outdoor • Print
Year | 2009
View work from this campaign:
![](https://www.union.co.uk/wp-content/uploads/2016/01/SG-Organ-TV-Grid.jpg)
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![](https://www.union.co.uk/wp-content/uploads/2016/01/SG.Kill-Jill-Grid.jpg)
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![](https://www.union.co.uk/wp-content/uploads/2016/01/SG-Organ-Dave-Grid.jpg)
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![](https://www.union.co.uk/wp-content/uploads/2016/01/SG-Clare-Grid.jpg)
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![](https://www.union.co.uk/wp-content/uploads/2016/01/SG-Organ-Donation.-Herald-Grid.jpg)
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![](https://www.union.co.uk/wp-content/uploads/2016/01/SG-Organ-Donation-Field-Grid.jpg)
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![](https://www.union.co.uk/wp-content/uploads/2016/01/SG-Organ-Donation-Valentine-Grid.jpg)
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