#YouthCertified

In collaboration with Joined Up Thinking

In May 2020, the law around organ donation in England changed to an ‘opt-out’ system to help save and improve more lives. NHSBT’s ‘Pass It On’ campaign, launched in April 2019, aimed to increase awareness of the change in law, and prompt everyone to act by deciding whether they would like to be an organ donor. 

Many 16-17-year olds would be 18 by the time legislation was introduced, however research showed they were less likely to engage with the campaign and only 37% were aware of the law change. We needed a significant change in approach to cut through to young people and empower them to make a decision about being an organ donor. 

Based on audience insights, rather than create a traditional campaign, we took a new, innovative approach: recruiting five young creatives, aged between 16 and 21, to create content for their peers – content created by young people, for young people. 

We piloted a ‘Hot House’ week, inviting the creatives to 23red and immersing them in the world of organ donation and agency life. 

Watch the case study film

This resulted in a collaborative, inspiring week of creative ideation. The output: a suite of social assets, based on the idea ‘Everyone’s got a gift to give’, which went live across Instagram and Snapchat. 

The campaign exceeded targets, increasing awareness to 47% and driving an 81% increase in registrations year on year. Proving that employing the end audience as the creator in this innovative approach generated the desired engagement from a hard-to-reach audience.

As part of the project we developed a bespoke tool for collaborative co-creation that we are applying across our clients and interested partners.
If you’d like to know more, please get in touch.