The story of what’s better left unsaid

Comms | online campaign

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. 


In England the next of kin are currently required to confirm organ donor consent. This results in a significant number of blocked donors, with the UK registering one of the lowest approval rates. The ‘Better Left Unsaid’ campaign, a suite of three humorous films, draws attention to the issue and encourages people to make their families aware that they are registered donors. 

Shot in a restaurant setting, they are a montage of witty, surreal, awkward and laugh-out-loud funny interactions between couples – content that sparks a conversation and that people will want to share. 

Each film ends with the line ‘share your organ donation decision with a loved one this Valentine’s’.

The MoralOn Valentine’s Day, some things are better left unsaid. And some things aren’t.