The Vitals - Waste or Save?

NHS Blood and Transplant

Over 6,500 people in the UK are waiting for a life-saving organ transplant. NHS Organ Donation have run a number of donor recruitment campaigns but there was still a distinct lack of young people on the register. We had to change that.

We knew that, for this audience, the thought that someone would waste their organs by letting them go in the ground was confusing and frustrating. So we characterised the vital organs to allow us to talk (frankly, to the point, and without pulling any punches) about the amount of organs that go to waste, when they could be used to save lives. A big step away from the traditional ‘give the gift of life’ approach.

The Vitals starred in an interactive video where viewers could choose ‘waste’ or ‘save’; they took over social to prompt sign up; educated our audience about what their organs do and why they’re so important; and have big plans for the future. 

These charming characters won the pitch, and turned a one-channel brief into an integrated campaign that worked across all digital channels and
generated 14,000 registrations.