Scottish Executive: Organ donation - life after death - IPA Effectiveness Awards Case Study 2007

Brief Description: Most people are 'in favour' of organ donation, but few of them sign up themselves. If individuals are not on the register, the likelihood that their organs will be used for transplant is greatly reduced. Using an inventive and brave approach to communications planning and powerful creative, this paper shows how Scottish people signed up faster than the rest of the UK. A rolling road-show took the campaign to regional towns, with media coverage and direct response activity 'hot-housing' areas of Scotland on a rolling basis. The campaign produced an ROI of £1.9m on a spend of £340k and has shown why future investment in communications will be crucial if the UK is to address the shortage of organs available for transplantation ;---(TAGS)--- Full Title: Life after death - the difficult business of signing people up to organ donation ; Number: 2007/32 ; Brand Name: Scottish Executive - Organ Donation ; Client: Moira Scobie, Natalie Neilson, Roger Williams The Scottish Executive ; IPA_ProductCoding: Government Departments (Public service information campaigns) ; Agency: The Union Advertising Agency ; Author: Giles Moffatt - The Union,Dr Stephen Tagg - University of Strathclyde (Contributing), Gillian Govan - The Union (Contributing) ;