NHS -Waiting To Live
Probably the most emotional, intense and ultimately important campaign of my career. It won every awards so far and more importantly made a real difference.
While 233 children are on the waiting list for an organ transplant in the UK, there were only 40 donors in 2021/2022. To make this invisible wait visible, NHS Blood and Transplant created a powerful campaign centred around an emotive stunt in waiting rooms across the country.
AWARDS
Cannes Lions
3 Lions
8 shortlists
Clio
Grand Prix
Gold winner
2 shortlists
D&AD
5 Pencils
2 shortlist
One Show
2 Silver
3 Merits
LIA Awards
2 Silver
3 Finalists
ADC*E
Grand Prix
3 Gold / 1 Bronze
DRUM Awards
Chairman's Prix
4 Gold / 2 Silver
Shark Awards
1 Gold
2 Silver
The Waiting to Live campaign installed 233 bespoke dolls, representing the 233 children on the waiting list, in hospitals and GP surgeries all over the UK. Visitors were able to scan a QR code to learn more about the children's stories and register as organ donors. The installation was accompanied by TV, cinema, OOH, radio, social generating over 1.5 billion impressions through earned media alone as well as a 10% lift in under-18 registrations.
