Organ Donor Register: When it is better to receive than to give

The task was to launch the first ever UK campaign to increase the number of registrations on the Organ Donor Register (ODR) from 16m to 25m in three years, specifically generating 37,600 registrations in the first five weeks. Insight reframed the problem: organ donation was not about altruistic giving, but about reciprocation, people will give because they want to receive. The campaign put people in the mindset of the recipient, and in doing so was able to generate sufficient empathy as well as self-interest to encourage them to register. The results were impressive. The campaign exceeded the previous year’s registrations by 400%