Silver
Direct
Good and Purpose
| Entrant: | VML, London |
| Brand: | NHS Blood & Transplant |
| Title: | "Waiting to Live" |
| Corporate Name of Client: | NHS Blood & Transplant |
| Client Company: | NHS Blood & Transplant |
| Client Head of Brand Marketing: | Fatim Kesvani |
| Client Company Media Lead: | Suzi Browne |
| Client Company Sr Communication Officer NHS Blood and Transplant: | Cherry Brown |
| Media Company: | Wavemaker UK |
| Media Company Client Lead: | Louise Rowcliffe |
| Media Company Media Lead: | Emma Dibben |
| Media Company Planning Manager: | Ailsa McKendrick-Hyman |
| PR Company: | BCW |
| PR Company Senior Account Directory: | Camille Bodet |
| PR Company Head of Strategic Media: | Jamie Doward |
| PR Company Account Manager: | Dave Creasey |
| Agency: | VML UK, London |
| Agency Global Chief Creative Officer: | Debbi Vandeven |
| Agency Global CCO, Innovation & CCO, EMEA: | Bas Korsten |
| Agency Chief Creative Officer EMEA: | Jaime Mandelbaum |
| Agency Deputy Global Chief Creative Officer: | Rafael Pitanguy |
| Executive Creative Director: | Tom Drew |
| Senior Creative Director: | Chermine Assadian |
| Creatives: | Charli Plant/Laura Saraiva |
| Agency Head of Artworking: | Nick Firth |
| Agency Designers: | Jacqui Stretcher/Bryan Riddle |
| Agency Senior Creative Producer: | Tom Lawrence |
| Agency Senior Producers: | Kat Perry/Sara Blackett |
| Agency Assistant Producer: | Isabel Chapman |
| Agency TV Producer: | Claire Proudfoot |
| Production Assistant: | Renata Gheller |
| Agency Head of Content Production: | Bella Danon |
| Agency Lead Editor: | Daryl Yeoman |
| Agency Editor: | Melanie Valera |
| Agency Senior UI Director: | Cal Carmichael |
| Agency UX Director: | Nicola Jenkins |
| Agency QA Tester: | Abbas Shah |
| Agency Assistant Photographer: | Melissa Nuhich |
| Agency Senior Project Manager: | Victoria Thorniley |
| Agency Project Manager: | Yasmine Tawil |
| Agency Senior Creative Technologist: | Jono Hunt |
| Agency Chief Strategy Officer: | Ben Worden |
| Agency Senior Strategist: | Bishan Morgan |
| Agency Senior Social Strategist: | James Treen |
| Agency Senior Account Director: | Kat Sarantopoulou |
| Agency Business Director: | Harriet Buchanan |
| Agency Creative Services Director: | Maxene Edgehill |
| Agency Broadcast Affairs Manager: | Steve McIntyre |
| Agency Associate Director, Marketing: | Jenny Patterson |
| Agency Chief Financial Officer: | Julian Gautier |
| Agency Agency Consultant: | Katie Tatham |
| Music Production Company: | Sonicbrand, London |
| Music Production Company Songwriter and Performer: | Chloe Bruce-Gardyne |
Description:
While 233 children are on the waiting list for an organ transplant in the UK, there were only 40 donors in 2021/2022.
To make this invisible wait visible, NHS Blood and Transplant created a powerful campaign centred around an emotive stunt in waiting rooms across the country. The Waiting to Live campaign installed 233 bespoke dolls, representing the 233 children on the waiting list, in hospitals and GP surgeries all over the UK.
Visitors were able to scan a QR code to learn more about the children's stories and register as organ donors. The installation was accompanied by TV, VOD, cinema, OOH, radio, social and influencer, generating over 1.5 billion impressions through earned media alone as well as a 10% lift in under-18 registrations.