Government Communications Service
Printable version

GCS Campaign of the Month winner June 2021

Well done to the NHS Blood and Transplant (NHSBT), winner of June’s GCS Campaign of the Month competition for their “Leave them certain” campaign.
NHS message to 'Talk to your loved ones about organ donation'.
The main objective of the campaign was to motivate people to talk about organ donation with their family, so that more families support organ donation in the future, helping to save and improve more lives.

Insight demonstrated the most common reason for families not supporting organ donation is because they did not know what their loved one had wanted. The team created the desire to avoid that uncertainty by talking about their decision around organ donation through a series of adverts.

The paid advertising campaign was supported by partnerships as well as owned and earned channels such as YouTube and Snapchat. The team achieved 43 pieces of coverage, including content featuring influencer Dr Sarah Jarvis with an estimated reach of 21.9 million.

The publishing partnership proved particularly effective at evoking action, overdelivering on all reach and engagement metrics: 74% of people recalled the campaign (against 50% benchmark), with 1 in 5 readers surveyed having had a conversation directly as a result of the activity and 99% intending to talk to someone in the near future.

The GCS judges said:

“This campaign’s simplicity is hugely effective. The COM-B approach was clear and simple, with an eminently achievable call to action. The team confidently explained the use of insight to demonstrate the scale of the challenge, and how a communications campaign would help to tackle it, ultimately saving more lives.”

Alex Cullen, Head of Organ Donation Marketing at the NHSBT, said:

“One of the biggest benefits of the “Leave them certain” platform has been the opportunity to galvanise our wider networks. There is nothing more powerful than someone sharing their lived experience of organ donation. This approach has strengthened our engagement with grassroots campaigners and ambassadors who share their own story, as well as our passionate specialist nurses for organ donation, in representing the dilemma they often see with families talking about end of life care.”

Holly Mason, Deputy Head of Organ Donation Marketing at NHSBT, highlighted:

“I am delighted that we’ve won Campaign of the Month and am extremely proud of the team for delivering such a fantastic campaign. It’s the dedication and hard work of the team that really made this campaign a success, working collaboratively in such challenging times. Organ donation can be a difficult subject for people to bring up with their family, however the innovative and insight led approaches to paid media partnerships in particular helped us to give people the confidence they needed to talk about organ donation.”

Once again congratulations to the Organ Donation Marketing and Communications team at NHS Blood and Transplant.

  • Alex Cullen
  • Holly Mason
  • Caroline Rodaway
  • Emma Avery
  • Shelley Bilston
  • Sarah Hanner Hopwood
  • Neil Simms
  • Jennifer Hobbs
  • Charlotte Silver
  • Suzanne Browne
  • Karen Chisholm
  • Sabrina Kumari
  • Katy Portell
  • Sandi Sund
  • Altaf Kazi
  • Geraldine Parker-Smith
  • Sharon De Souza
  • Zeeshan Asghar
  • Aisling Fee
  • Joanne Marlor
  • Sarah Key
  • Nneka Ofoche
  • Sam Hargreaves
  • Laura Gorton
  • Alun Hamnett
  • Bryony Clinkard
  • Sarjit Binning
  • Martin Vermond
  • Jon Keay
  • Trevor Reid
  • Jonathan Green
  • Majed Mir
  • Rob Pett
  • Ashley Frost
  • Andrew Carver

The team was supported by the following PR agencies:

  • Manning Gottlieb
  • Pablo
  • 23 Red
  • Engine

Find out more about the “Leave them certain” campaign.


Channel website:

Original article link:

Share this article

Latest News from
Government Communications Service

Public Service Insights: Effectively Onboarding New Employees With An Intranet