British Transplant Games, long jump

The gift of life

Giving transplant patients a sporting chance

At Liquid, we like to make a difference. Strategic communications can promote campaigns of huge significance, none more so than promoting life-saving organ donation.

In late 2017, Liquid launched its PR plan to make the August 2018 British Transplant Games in Birmingham the biggest and best ever.

Such was the campaign’s success, just 11 months later Liquid found itself with the challenge of making next year’s Games in Newport, Wales, a winner too – the first time the client has retained an agency.

Crucially, all the human-interest stories, celebrity “shout-outs”, regional and national headlines and TV “sofa” spots we generated had to produce a rise in sign ups to the organ donation register. Only London had fewer organ donors than the West Midlands.

Liquid’s work saw more than 5,000 additional people in the region sign the NHS Organ Donor Register compared with the previous year.

The Government went on to announce a change in policy to “presumed consent” for organ donation.

As a result of our achievements, Liquid was awarded with framed gold, silver and bronze medals for our transformational work on what was a low budget, third sector client.

Playing a key role in a campaign as important as organ donation has been an honour.

Ross Copping, senior account executive