TIMELINE OF ACTION & ACTIVITIES

February 1, 2008

• Minister for Health confirms grant funding of £100,000
for the Kidney Wales Foundation to lead an all-Wales
organ donation campaign.
February 18
• Kidney Wales appoints new Head of Development,
Communications and Events from UK Transplant to
manage Campaign.
• Campaign strategy prepared by Kidney Wales
Foundation presented to Minister for Health.

February 20

• Peter Gill & Associates appointed to design and produce
campaign branding and TV advert. Mr Producer
appointed to cast and brief target celebrities to support
campaign ad and front advert. KW approach celebrities.

February 22

• Transplant in Minds’ Organ Donor Bus confirmed for
summer campaign activity.

March 3

• Partner charities meeting to discuss latest campaign
details with Assembly officals.
• Meetings with designers.

March 17

• Campaign briefing at University Hospital of Wales to
transplant and donor co-ordinators.

March 20

• Glamorgan Cricket Club to confirm campaign
partnership.

March 20-27

Script writing and agreeing positioning of Campaign for
multi media.
Key messages agreed.
Throughout March/April
• Build-up portfolio of transplant case studies and writeup
stories.
• Write copy for website and leaflet.
• Approve designs/content for campaign branding.

April 3

• TV advert filming with Radio 1’s Aled Jones at Radio
Cymru.

April 7

• Public Focus group meets to discuss campaign branding
and advert content/theme.

April 8

• Partner charities meeting to approve Campaign details.

April 9

• TV advert filming with: Ruth Madoc at her home in
Glynneath, 11am, and Colin Jackson in Pontcanna ,
Cardiff, 5pm.

April 10

• Meeting with PR Agency to discuss PR opportunities for
Campaign.

April 11

• TV advert filming with Stuart Cable in Aberdare.

April 14

• Meeting with Glamorgan Cricket to confirm
partnership.

April 16

• TV advert filming with: Max Boyce at the Millennium
Stadium, 10am, Sara Elgan in Canton, 5pm, and Iolo
Williams in Canton, 10pm.

April 21

• TV advert filming with Welsh Rugby Team members
James Hook, Alun Wyn Jones and Ryan Jones at the
Liberty Stadium, Swansea, 2.30pm.

April 22

• TV advert filming in London with Grant Nicholas and
Connie Fisher – all day.

April 23

• Partner charities meeting to discuss latest campaign
details.

April 24

• Meeting with PR Agents to confirm support PR
partnership for campaign (role to include securing
public and private parnerships)


April 28-30
• Editing and dubbing of TV advert and recording of
voiceover.
• TV advertisement spaces secured on ITV Wales and S4C.
• Launch attendees list drawn-up.

April 30/May 7

• Further meetings with Merlin to discuss PR plan/activity
for launch and distribution outlets for campaign
leaflets/posters.

May 2

• HSBC confirmed as a distribution partner for leaflets –
displaying posters and leaflets in its 150 Welsh banks.
• Launch invites sent to invited guests.

May 6

• Filming with donor family Gaynor Taylor for website.

May 8

• Campaign briefing to Minister of Health at Cathay’s
Park, 1.45pm (including screening of TV advert).

May 9

• Campaign briefing to key media partners (all day/various
locations/including screening of advert).

May 13

• Campaign launch: 10.30am launch with FIRST MINISTER & HEALTH MINISTER patients and families in City Hall Cardiff.
• T-shirts provided for photo opportunities.
• Media wall and roller banners for PR and photo
opportunities.
• Lollipop signs representing campaign speech bubble
logos for PR and photo opportunities.
• Roller banners featuring each celebrity involved in
campaign.
• 5.30pm Edwina Hart AM Minister for Health and
Roy J Thomas Chair Kidney Wales launch at Cwrt in
Senedd with the Wales Cross Party Renal Group and
other invited attendees.
• Launch of campaign and Facebook websites.