23red drafts in young creatives for organ transplant awareness campaign

Charlie Spargo's picture
by Charlie Spargo

Behaviour-focused creative agency 23red has drawn on the ideas of a group of creative young people to support NHS Blood & Transplant and raise awareness of the imminent change in the law regarding organ donation.

Mentoring group Joined Up Thinking recruited a group of five to work alongside creatives from 23red to develop content spreading the word on the upcoming organ donation law change. It will mean those over 18 in England move from an ‘opt in’ to an ‘opt out’ system.

This stage of the wider 'Pass It On' campaign aims to engage under-18s and make sure they're aware of what will happen, and follows research showing less than 40% of 16 - 20 year-olds are aware of the change.

For the creative effort, the young creatives took part in a paid Hothouse Week, immersing themselves into the agency. The assets created were dedicated Pass It On videos, social posts, and supporting graphics for social and partner channels.

Tristan Cavanagh, Creative Director, said: “Creatives are, admittedly, utter control freaks. But sometimes you must acknowledge that a bunch of similar people sitting in an agency or a marketing department aren’t necessarily going to come up with truly relevant ideas. Giving over creative control to a set of very talented young people was initially daunting but proved to be an absolute joy with fantastic results thanks to a collaborative and brave client and the young people’s amazing enthusiasm, insight and skills.”

Andrea Ttofa, Head of Organ Donation Marketing at NHS Blood and Transplant said: “We want as many people as possible across England to know that the law around organ donation is changing and understand what this means for them. We want people to have access to the facts, know that they still have a choice, and the importance of sharing their decision with family.

“From our research and public surveys, we know that young people are less likely to be aware of the law change and less likely to read or engage with traditional media. We knew that we had to be creative and think differently in order to reach people from this age group, and what better way could there be to do this, than by asking young people to design and create the content themselves. 

“We were so impressed with how quickly the young creatives got on board and responded to the brief, the enthusiasm and commitment they showed throughout the process, and the quality of work they produced. We hope they will be equally proud that this valuable piece of work will help increase awareness and understanding, and hopefully help us save more lives.”