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Increasing organ donation awareness with Christmas cheer

Organ Donation Scotland

We’re proud to have managed the Organ Donation Scotland campaign for the last six years, which has involved media relations, stakeholder engagement and digital outreach. People in principle agree to donate some, or all, of their organs, only 42% of people in Scotland are currently on the ODR.

Our 2015 Christmas campaign encouraged people to spread goodwill and take action by joining the Organ Donor Register (ODR). Our strategy was to push the immediacy of the festive feel-good factor and use powerful, real-life stories to jolt people into action and take two minutes out of their day to register. The figurehead for our festive frenzy was Tricia Sibbald, 36, from East Kilbride, who has been on the waiting list for a donor kidney since 2011.

Creativity came with her children Kara, 8, and Erin, 10, telling the story of how their mum getting a kidney would be the best Christmas present they could ever receive. As part of their wish, the duo were recruited to design Christmas wrapping paper which was used as part of a free present wrapping service in locations across Scotland, in a bid to drive ODR sign-ups.

A total of 4,172 online registrations were recorded over the four weeks, compared to 516 during the same period in 2014.This 708% increase highlighted that you don’t need a heavyweight advertising campaign to make a difference if you’re recounting stories that resonates target audience.

Furthermore, we dwarfed the 1,234 registrations generated during the first six weeks of a TV-led campaign earlier in the year and generated 51 pieces of coverage.  98% included a clear call-to-action to join the ODR.

The most uplifting news of all is that Tricia eventually received her kidney transplant two weeks ago

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