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Organ Donation Scotland

While Organ Donation Scotland (ODS) developed a new campaign, it was essential to maintain healthy levels of registrations to the Organ Donor Register (ODR). This case explains how the organisation used PR and social media in a modestly-budgeted effort to target channels, moments and stakeholders with the greatest influence to share its messages about organ donation.

It is a good example of executing and analysing social media activity to increase the effectiveneness of marketing messages. It is published as part of #IPASocialWorks, a collaboration between the IPA, the Marketing Society and the Market Research Society.

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