Media Moguls to handle ethnic organ donation campaign

NHS Blood and Transplant (NHSBT) has appointed specialist agency Media Moguls to create a campaign to raise awareness about organ donation amongst South Asian and Black communities in the UK.

The campaign aims to challenge the misconceptions surrounding organ donation, increase awareness about the lack of South Asian and Black donors and encourage people to join the NHS Organ Donor Register.

The campaign will launch at the end of January and will include face-to-face activity, celebrity support and partnerships with key ethnic media.

Because of the shortage of compatible donors, South Asian and Black patients wait twice as long as white patients for a kidney transplant, on average.

Media Moguls is an ethnic marketing specialist agency and previously designed and implemented the Department of Health’s first ever South Asian Organ Donation campaign between 1998 and 2003.

The campaign will complement NHSBT’s national ‘Prove It’ organ donation campaign, which started in November 2009.

Anjna Raheja, managing director of Media Moguls says: “Using our in-depth cultural knowledge and understanding we can raise awareness by bringing the issue to light.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here