Client: NHS Blood & Transplant
With 7,000 people in the UK needing an organ transplant and 415 Britons tragically dying whilst on waiting lists last year, the NHS urgently needed more organ donors. With just £115k we had to do this in a way that had disproportionate impact and reach to get this topic back onto the nations radar. But how do you get conversations about organs into peoples’ homes? Then the answer dawned on us – you don’t – because it’s already there! The UK’s biggest Heart reaches 9.3m people every single week and no other Heart is more iconic. To raise awareness of the need for not just Hearts, but other Organs too during Organ Donation Week. we decided to do something no other advertiser had done before - to rename Heart FM. The name of the station changed each day to hero the need for different organs (including liver, pancreas, cornea, kidney, and lungs). This message was delivered via informative and emotive sponsorship idents voiced by the hosts. However, to authentically land the importance of organ donations, we needed to go beyond badging and tell real-life stories which showcased its lifesaving impact. Heart delivered on air editorial features delivered by the hosts and promoted across the stations full armoury of digital touchpoints to increase the impact of the campaign. This entry underlines how the power of audio, partnership and a creative use of media helped to smash the clients targets and ultimately save lives.
