Ogilvy & Mather has beaten Young & Rubicam, Rainey Kelly Campbell
Roalfe and DMB&B to win a brief from the Department of Health to raise
the profile of organ donor cards.
The pounds 1 million pitch was co-ordinated by the Central Office of
Information on behalf of the DoH, which wants to persuade people to act
on the wishes of relatives who hold donor cards.
It is also hoped that the number of card-carriers will increase as a
result of the campaign and agencies were also briefed to come up with
ideas for new distribution outlets for the donor cards. The campaign,
which starts this autumn, will also involve sponsorship
Romola Christopherson, the director of press and publicity at the
Department of Health, said: ’I was impressed at O&M’s grasp of a
challenging brief and their creative ideas will work well through the
Richard Pinder, the managing director of O&M, said: ’It is a great
Organ donation is up there with anti-drink driving and speed kills as a
great creative opportunity and a chance to change behaviour.’
The Government’s success in cutting down the number of road accidents
has resulted in an even greater shortage of organ donors.
Christopherson added: ’If loved ones have told their family of their
wishes it enormously increases the chances of getting consent from the
next of kin.’ Consent is needed even if a potential donor carries a card
and has signed up with the national register.
O& M’s existing COI briefs include the Campaign Against Living