The NHS wanted to drive up living kidney donations. But people are surprisingly attached to their organs, particularly while they’re still using them. Our light-hearted, humorous campaign encouraged people to ‘share their spare’.
Encouraging people to donate their organs after they’ve died is one thing. Getting people to donate a kidney while still alive was an even greater challenge.
Our strategy was simple. If you really love someone, you should give them a kidney, and not your heart.
We got Philip Pope to compose a comic love song and spoof several famous love ballads. And we then got stand-up comedian Alex Smith to play them on social media on Valentine’s Day - the day of kidney-shaped love.
The campaign was a huge success. We delivered a 604% increase in the rate of enquiries for living donation. And five amazing people actually donated their spare.
NHS Blood and Transplant asked us to come up with a Valentine’s Day campaign aimed at getting organ donors to share their decision with their loved ones.