Your organs are surely the #greatestshare

Background

Tragically, the number of people waiting for transplants at any one time significantly outweighs the number of donors. But to make matters worse, thousands of viable organs are 'lost' every year because families refuse consent.

The trouble was, even those who got as far as adding their name to the Organ Donor Register thought it was job done. They did not realise the crucial role sharing their decision with family made to a positive outcome.

In an age where we think nothing of sharing what we had for breakfast, the task was to drive home the importance of sharing wishes.

Idea

A closer look at consent rates revealed that when families knew their loved ones wishes, they were TWICE as likely to say 'yes'. And if 80% of families said 'yes' to donation, around 90 more lives could be saved every year.

The idea was to position organ donation as the #GreatestShare of all. Their Facebook community was armed with posts and an animation they could personalise to include the names of friends and family who have shared the greatest moments of the last year.

On the website new registrants were encouraged to share their wishes and sign up for an annual email reminder.

Results

Full results are not yet known, however, within the first 48 hours of the campaign there were over 60,000 views of the #GreatestShare.

New registrations increased by a staggering 25% over the same campaign period as last year. Perhaps most promising of all is that those signing up for emails including the anniversary reminder, jumped to five times that of previous campaigns.

With a growing email base community of vocal online supporters, Organ Donation Scotland were well placed to encourage greater sharing of wishes in future too.