Waiting to Live (UK)
NHS Blood and Transplant have an urgent shortage of pediatric organ donors, with 233 children on the waiting list for a transplant. The Waiting to Live campaign made this invisible wait public, telling the real-life stories of children seeking a lifesaving donation.
The campaign is centered around an emotive stunt in waiting rooms across the country. 233 bespoke dolls, representing individual children, appeared in hospitals and GP surgeries, alongside OOH, TV, press, and influencer, generating over 1.5 billion impressions through earned media alone.
This campaign uses a creative and impactful approach to address a critical public health issue. It raises awareness, evokes empathy, and has the potential to save countless children’s lives. With a multi-channel approach – OOH, TV, press, influencers – the campaign reaches a vast audience, maximizing its impact on potential donors.
By making the invisible wait for child donors a tangible reality, the campaign has the potential to shift public perception and encourage more people to register as organ donors.