Stars back organ donation campaign - icWales

Stars back organ donation campaign - icWales

Stars back organ donation campaign
Jun 3 2008 by Aled Blake, Western Mail

DESIGN and advertising agency Peter Gill & Associates has been appointed to deliver the Donate Wales Tell a Loved One campaign.

It is the first organ donation campaign specific to Wales and includes a series of bilingual TV advertisements featuring high-profile individuals such as James Hook, Connie Fisher and Colin Jackson. It aims to encourage individuals to join the Organ Donor Register and inform their loved ones of their intentions.

Jason Gill, Cardiff-based Peter Gill & Associates account director, said: One of the biggest obstacles to more lives being saved is that four out of 10 families refuse for their loved ones organs to be donated often because they didnt know what they would have wanted.

Our aim was to make a personal connection with people, and, in striking a chord, help them to understand how important it is for loved ones to be part of an individuals decision to donate an organ.

Roy Thomas, executive chairman of the Kidney Wales Foundation, which is leading the campaign, said: The team at Peter Gill & Associates has joined with us to create a high calibre campaign that really reaches out to people, I am certain it will resonate with people throughout Wales, encouraging them to join the Organ Donor Register, and communicate their wishes to those closest to them.

This was the first time a TV advert has ever been used in this way to promote an organ donation campaign, so Peter Gill & Associates has truly carried out some groundbreaking work.

The agency has designed the website, where Colin Jackson makes an appeal aimed at addressing the fact there is a shortage of donors from Black and Asian communities.