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Local PR, design and marketing consultancy Liquid is in the running for a top national award.
The team is shortlisted in the Health Campaign category of the 2019 Chartered Institute of Public Relations Excellence Awards for its work with the Westfield Health British Transplant Games.
The Games were held in Birmingham in 2018 and aim to encourage people to sign the NHS Organ Donor Register. There are 6,000 people waiting for a transplant in the UK and three people die every day due to a shortage of donors.
Liquid used the message #ItTakes2 throughout the campaign, as it takes two minutes to register with the ODR online and it takes two people to carry out a transplant - the donor and the recipient.
It highlighted powerful case studies and recruited celebrity ambassadors and supporters, including television stars Holly Willoughby and Philip Schofield. This helped the campaign gain 44 pieces of broadcast coverage on “Lorraine,” Sky News, Channel 5 News, Channel 4 News, ITV and BBC as well as others. The coverage figure was up 46% on the client’s target.
Pictured: Competitor in the Birmingham Adults' Team competing in long jump.
Liquid also achieved 89 pieces of regional coverage and 25 national articles with a front page story in the Daily Mirror.
For the Games' opening ceremony at Symphony Hall Liquid gathered 724 children and adults who had received transplants, breaking a World Record for the most transplant recipients in one room.
During the campaign, there was a 7.2 % increase in organ donor registrations, breaking the target by 75%. More than 76,0000 people signed the donor register in the West Midlands – 5,145 more than the previous year.
Lisa Downes, Channel Islands PR director for Liquid, said: “It is hard to think of a more important project than promoting organ donation. Each donor can potentially help nine patients, so the ramifications of a campaign like this are huge.
“Our team rose to the challenge superbly, combining creative thinking and hard work to deliver outstanding results for our client. We are now looking forward to extending our work as we have been re-engaged for the British Transplant Games 2019 and appointed to work on the World Transplant Games.”
The CIPR Excellence Awards 2019 take place at the Honourable Artillery Company, London, on June 25.
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