O&M kicks off DoH’s latest drive to raise organ donor profile

Ogilvy & Mather has launched a major new campaign for the Government, aimed at persuading more people to donate their organs when they die.

Ogilvy & Mather has launched a major new campaign for the

Government, aimed at persuading more people to donate their organs when

they die.



The agency has produced six television and cinema commercials, seven

radio ads and a series of press ads as the Department of Health switches

the campaign’s focus from asking people to carry donor cards to making

sure they tell their families about their wish to save other lives when

they die.



This change in focus follows research showing that one in four requests

for organ donations are turned down by relatives.



Launched on Monday with the backing of Tony Blair, the campaign features

real people talking about their desire to be a donor. The TV and cinema

commercials are shot in Video Nation style, with those who appear using

their own words.



The common theme is, ’Organ donation - so life can go on’, and all the

ads stress that ’to be an organ donor, you’ve got to tell someone’.



A three-week push on radio, Channel 4, Channel 5, Sky, cable channels

and cinema screens will be extended if the Department of Health can

persuade more sponsors to come forward. Existing backers include Warner

Brothers and Apex Outdoor Advertising.



The account director at O&M was Surina Treon and the ads were created by

Nils Anderson and Roland Hafenrichter.



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