Organ transplant campaign wins big at industry awards

Thursday 10 October 2019

Public relations, design and marketing consultancy, Liquid, has won two awards for its campaign to boost the number of sign-ups to the organ donor register.

The consultancy's campaign for the British Transplant Games, which aims to celebrate the positive effects of organ donation, scoped two Gold Awards for 'Not-for-Profit Campaign' and 'Healthcare Campaign' at the Midlands Chartered Institute of PR Pride Awards.

Liquid developed #ItTakes2 as an over-arching message for the ten-month campaign, highlighting how it takes just two minutes to sign up to the register.

The campaign gained 44 pieces of broadcast coverage including 'Lorraine', Sky News, Channel 5 News, Channel 4 News, ITV and BBC. Liquid promoted powerful case studies centring on transplant patients and even recruited celebrity ambassadors like television stars Holly Willoughby and Philip Schofield.

The consultancy also achieved 89 pieces of regional coverage and 25 national articles, including a front page story in the Daily Mirror.

Throughout the campaign there was a 7.2% increase in NHS organ donor registrations, which broke the target by 75%.

Commenting on the award wins, judges from the CIPR said:

"This was an exemplar campaign based around clear, measurable objectives. Liquid demonstrated how strategic planning can lead to meaningful impact, not just for the organisation but the population as a whole.

"This campaign was original, with a simple creative and call to action that the audience would understand. The coverage achieved spanned broadcast, print, online and social, all leading to fantastic awareness. Moreover, it delivered true social impact and is a shining example of the positive power that PR can have."

This year, the CIPR awards attracted more than 1,000 entries from PR teams, consultancies and individuals across the UK.

"Organ donation is such an important topic and it's more important than ever to have the conversation with loved ones," said Channel Islands Director, Lisa Downes.

"Liquid is extremely proud of the work we are doing with Transplant Sport and the British Transplant Games. We are looking forward to supporting on both the British and European Transplant Games in 2020, sharing more amazing stories and doing everything we can to increase sign-ups to the organ donor register."

Pictured top: British Transplant Games.