Chermine Assadian

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. 

Out of the 233 kids we featured in our “WaitingToLive” campaign, more than 50% received their lifesaving transplants.

Rebecca Rhodes Jury President announces the Eurobest Grand Prix.

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. 

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