O&M wins COI brief to raise awareness on kidney donation

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.

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

opportunities.



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

line.’



Richard Pinder, the managing director of O&M, said: ’It is a great

project.



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

Miserably.



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