The Central Office of Information is seeking an agency to handle a Department of Health brief to increase the number of people carrying donor cards.
It is understood that four agencies – Rainey Kelly Campbell Roalfe, DMB&B, Ogilvy & Mather and Young & Rubicam – are pitching for the high-profile business.
The campaign will aim to persuade people to inform their relatives that they wish to donate their organs. Agencies will also present ideas on potential new outlets for donor card leaflets.
A COI spokesman says: “It is very important that people tell their relatives because they often don’t know the wishes of the recently deceased.”
A recent Gallup survey revealed that although three quarters of the British population are willing to give their kidneys after their death, only 11 per cent have registered with the National Organ Donor scheme.