Hospital dolls made children’s transplant waits visible, substantially increasing donor registrations.
Although 45% of UK adults are registered as organ donors, only just over 3% of children are on the donor register, creating long waits for children needing life-changing transplants. By making this invisible wait visible, this campaign estimates it produced an 8% uplift in child donor registrations.
To capture public attention, 233 dolls were placed in hospital waiting rooms nationwide, with badges that could be scanned to hear children telling their stories of waiting for organ donations. Messaging was amplified across owned, earned, and donated media.
This case presents evidence that the resulting coverage of the campaign contributed to getting 33,701 children registered as organ donors.