A group of UK kidney donation charities are raising awareness of the vital need for living kidney donation with a hard-hitting campaign that asks the public if they have it in them to save a life.
Developed in partnership with purpose-driven creative agency GOOD, the campaign sees the Robert Dangoor Partnership for Living Kidney Donation, Kidney Research UK and Give a Kidney come together to deliver the all-important message.
Centred around an uplifting 60-second hero film, the creative looks to encourage the British public to make living kidney donations, with only 1,000 having previously donated one to a stranger (known as non-directed donation).
With six people dying every week awaiting a transplant, many sufferers of kidney disease who have no family or friends to rely upon for a donation are at serious risk.
“At GOOD we persuade people to donate money or time towards amazing causes every day, but it’s a different task altogether to ask someone to donate a kidney to a person they don’t know. With that in mind we knew that the donor experience would have to be at the heart of this campaign, and it was clear from our early meetings that they are an amazing bunch, full of life and incredibly positive – but at the same time, down-to-earth and humble,” GOOD Agency ECD, Bryn Attewell said.
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“Their infectious personalities and can-do attitudes showed not only how they have changed and saves lives, but also how their generosity and altruism have enhanced and affirmed their own. It was an absolute joy and privilege to tell their stories and show how it could be inside all of us to save a life.”
In GOOD’s film we see real-life donors discussing their experiences and what drove them to help, featuring Kay Mason, the UK’s first non-directed kidney donor, transplant recipient and former professional footballer for England and Manchester United Andy Cole, and Marilyse Corrigan from Married at First Sight UK series 6, who donated a kidney to her ex-partner.
Breaking this week, the hero film is set to be supported by further PR and social media activations, as well as a dedicated website: ‘Make Your Mark’.
Kidney Research UK executive director of income generation and communications, Lucy Sreeves added: “The teams at Kidney Research UK and Give a Kidney have been working together to develop the partnership for over a year now, with the campaign underpinned by a whole programme of support and advice, ready to help people who are considering living donation. Having this generous funding from David Dangoor CBE has given us a rare opportunity to do something really unusual, with a very specific call to action.
“The campaign launch marks a really exciting time in the partnership and will open up the conversation to a wide audience, giving us a tangible and real chance of bringing hope to the thousands of people waiting for a new kidney.”
