NHS Blood & Transplant: Inspiring people to do the right thing
SNAPSHOT
A campaign based on remarkable insights into the contradictions people feel about registering as organ donors dramatically changed attitudes to this difficult issue.
KEY INSIGHTS
Getting people to reveal their true feelings about registering to be organ donors showed that focus groups only deliver reliable insights if the right questions are asked.
Turning the tables by asking people if they would want an organ transplant if they needed one highlighted the confusion most people felt about such a sensitive issue.
Playing on this 'right' sort of guilt kick-started...