NKF Campaigns Zone:
Transplantation & Live Donors

UK Transplant Campaign — My Life, My Gift

(Click here for My Life, My Gift website.)

Up to 90% of the UK population support organ donation but only 24% have joined the NHS Organ Donor Register. Many people say it is simply something they have not got round to doing.

NHS UK Transplant, who co-ordinate the NHS Organ Donor Register, are running a major campaign that aims to make it even easier for people to give the gift of life. Over 11.6 million households are to receive an organ donation leaflet and registration form direct through their letterbox between October 2007 and February 2008.

The mass mail drop is focusing on urban areas across the UK that currently have the lowest sign-up rate to the NHS Organ Donor Register.

The My life, My gift campaign begins in London (October) and continues to Northern Ireland (November), the north-west and north-east of England (January) and the Midlands (February).

It is anticipated the information will reach 29.2 million people – 49.6% of the UK population.

Local radio and cinema advertising will support the campaign and local libraries and GP surgeries will be well stocked with organ donation leaflets. Hopefully local commercial, public sector and sports clubs will pledge their support for My Life, My gift to further raise awareness of the need for more organ donors.