Organ Donor Register: When it is better to receive than to give

Ila De Mello Kamath

The task was to launch the first ever UK campaign to increase the number of registrations on the Organ Donor Register (ODR) from 16 million to 25 million in three years, specifically generating 37,600 registrations in the first five weeks.

Organ Donor Register: When it is better to receive than to give

Principal Author: Ila De Mello Kamath, AMV BBDOContributing Author: Bridget Angear, AMV BBDO

Executive summary

Our task was to increase the number of registrations on the Organ Donor Register (ODR) from 16 million to 25 million by 2013, in three years. Specifically, to generate 37,600 registrations in the first five weeks.1 An extremely tough challenge, because not only did our campaign have to be eight times more effective than other health campaigns,2but we had to get people to confront the idea...

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