Waiting to Live

Client: NHS Blood and Transplant

NHS Blood and Transplant have an urgent shortage of paediatric organ donors, by the time we were briefed 233 children were 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, which launched in November 2023, centred around an emotive stunt in waiting rooms across the country. 233 bespoke dolls, representing individual children, appeared in hospitals and GP surgeries. 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 OOH, TV, press, and influencer, generating over 1.5 billion impressions through earned media alone.