Not-for-profit the Robert Dangoor Partnership has launched the second phase of its ‘Make Your Mark’ campaign to find living kidney donors.
The second phase of the campaign sees the charity install six mannequins at Bluewater shopping centre in Kent.
Each mannequin represents one of the six lives lost each week waiting for a kidney transplant. Written on the mannequin’s torso is the message “Is it inside you to save a life?”
Visitors to the installation can request more information about living kidney donation from staff at the site.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
Over 7 million people in the UK are living with kidney disease and the Robert Dangoor Partnership wants to use the campaign to encourage more people across the country to consider kidney donation.
The activation, devised by creative agency Good Agency, is supported by a digital campaign, which includes footage of the stunt and a questionnaire.
Good Agency’s Bryn Attewell said: “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 living kidney donors at the heart of the Make Your Mark campaign, we knew the activation needed to reflect their generosity whilst also capturing the attention of the general public at Bluewater. This striking and disruptive activation conveys the urgency and importance of the cause, whilst celebrating the generosity of living kidney donors.”
The Robert Dangoor Partnership was formed by Dr David Dangoor who brought together the charities Kidney Research UK and Give a Kidney. Dr Dangoor donated a kidney to his brother Robert.
