NHS Blood and Transplant (NHSBT) is planning a major multi-media campaign to promote awareness of organ donation in the UK.
The Central Office of Information (COI) has invited a number of ad, media and PR agencies to pitch for the work, including AMV BBDO, M&C Saatchi and Rainey Kelly Campbell Roalfe/Y&R.
NHSBT hopes to roll out a campaign that will encourage people to join the register. Currently 16m Brits have pledged their organs for transplant after death.
Director of communications and public affairs at NHSBT Henrietta Joy said, “We need to talk more openly about organ donation in this country, not just as the extraordinary act of altruism which it represents, but also as a usual event.”
Research for NHSBT found that while 90% of the UK population supported organ donation, 64% of them had not signed up to the register.
Last week the COI announced its new £5m strategic marketing and branding agency roster. Interbrand, RKCR/Y&R and Dave were among the new agencies added to the list of 54 approved to compete for government and public sector contracts.