NHS Leeds Teaching Hospital

• The campaign gained approximately 200 pieces of regional and national press coverage, including The Sun, Daily Mirror, Daily Mail, ITV Calendar and BBC Look North. We secured the backing of the Yorkshire Post and Yorkshire Evening Post who have supported with extensive editorial coverage at no cost
• 15 families/transplant patients volunteered to be a part of the campaign and shared their emotive and poignant stories of organ donation.

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The Challenge

There are 800 people on the transplant waiting list in Yorkshire and the average waiting time for a liver transplant in Yorkshire is 222 days – one of the longest waits in the UK.

Our Solution

We built a bespoke ‘Be a Hero’ campaign, launched in July 2015, aiming to increase sign ups to the organ donor register by highlighting that you don’t have to be a superhero to save a life.

Gained 10 well known celebrity ambassadors who have recorded video messages, taken photographs, posted press releases on their websites and to their databases of fans, including Sarah Ferguson Duchess of York, Sir Patrick Stewart, Sir Geoffrey Boycott, Joe Root, Maggie Philbin, Jim Carter, Leeds United and Sheffield Wednesday Football Club, Sir Michael Parkinson and Dickie Bird.
The Duchess of York visited transplant patients at Leeds Children’s Hospital.

42,000 people in Yorkshire signed the donor register. Sign ups increased by almost 50% in Yorkshire and the impact in Leeds was 100% higher during August