A Life-Saving NHS Campaign Has Been Recognised As The Best-in-Class At A National Public Relations Event, UK

Main Category: Transplants / Organ Donations
Article Date: 19 Jun 2007 - 1:00 PDT

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Bristol-based UK Transplant's year-long campaign to mark the 10th anniversary of the NHS Organ Donor Register (ODR) won first prize in the Public Sector category of the Chartered Institute of Public Relations' (CIPR) PRide President's Grand Prix Awards, held near Heathrow last week.

The initiative set out to encourage an extra one million people to add their names to the ODR during its anniversary year, and involved promotional events across the UK.

It triggered nationwide media coverage and exceeded the target by more than 242,000, bringing the total number of registrations at the time to 12.6 million.

The number of people joining the ODR has since risen to over 14.3 million.

UK Transplant Acting Director of Communications and Public Relations, Maxine Walter, said: "There are many people, not just within the NHS, who are dedicated to promoting organ donation and their efforts undoubtedly helped to contribute to this success.

"But we must remember that transplantation is only possible thanks to the generosity of donors and their families who make this selfless gift.

"More than 9,000 people need an organ transplant in the UK and the more people make their wishes known to their families and join the ODR, the more lives could be saved.

"It's obviously a very personal decision but families whose loved-ones have donated say they gain some comfort from knowing that, through their sudden and tragic loss, someone else has been given the chance to live."

The 10th anniversary One million challenge has already been awarded the top prize in Healthcare in the CIPR's national Excellence Awards and the International Public Relations Association Golden World Awards for Excellence. It qualified for the national CIPR PRide awards after winning two regional PRide awards last year.

PR agency Trimedia Harrison Cowley worked with UK Transplant for the campaign's launch and continued to be involved throughout the year.

Anyone wanting further information about joining the ODR can contact the Organ Donor Line on 0845 60 60 400 or visit http://www.uktransplant.org.uk

-- The NHS Organ Donor Register is the confidential, computerised database that holds the wishes of millions of people who have decided that they want to leave a legacy of life for others after their death. The register is available to authorised medical staff 24 hours a day and is used to establish whether a person wanted to donate and if so, which organs. More than 14.3 million have currently joined the register, including 1.1 million who signed up during 2006/07.

-- Last year (2006-07), 3,087 people - the highest ever annual total - received a life-saving or life-changing organ transplant. The majority, 2,389, were made possible thanks to gifts from 793 people who became organ donors after their death.

-- A further 2,403 people received the gift of sight through a cornea transplant.

-- A total of 690 people received a kidney transplant from a living donor - a close relative or friend - again, a record figure.

-- Despite those successes, over 400 people died waiting for a transplant because no suitable donated organ was available. Also, the year ended with a record high in numbers - 7,234 people - actively registered for an organ transplant.

-- The ODR was set up in 1994 and is maintained by UK Transplant. Those already carrying a donor card are encouraged to join the ODR as a card can be lost or damaged or a person may not be carrying it when they are taken to hospital.

-- It is also important for people to discuss their wishes so that their family can confirm the decission should the time ever come.

-- You are more likely to need a transplant than to become a donor.

-- UK Transplant is the NHS organisation responsible for matching and allocating donated organs. It is part of NHS Blood and Transplant (NHSBT), a Special Health Authority within the NHS that manages the National Blood Service, Bio Products Laboratory, and UK Transplant.

http://www.uktransplant.org.uk

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