A question of choice

Back in 2008 the issue of organ donation was a particularly contentious one. Over 700 people in Scotland were waiting for an organ transplant because of a chronic shortage of suitable donors. The reason? Over 70% of Scots had not signed the Organ Donor Register. In response we worked with the Scottish Government to develop a new campaign to encourage sign ups. We tested TV as the lead media for the first time, with the core concept being supported by press, outdoor and field marketing. The campaign, courting controversy by stating the obvious implications of national apathy, worked way beyond expectations.