British Transplant Games, Liquid team

A sporting life: British Transplant Games

Working to a low budget for a third sector client, Liquid was tasked with making the British Transplant Games 2018 the best ever and, crucially, raising awareness of organ donation. The staging of the Games, whose competitors are organ recipients, coincided with a major public debate on the issue of presumed consent.

The brief

We were tasked with producing high-quality press coverage and social media content, working with a network of stakeholders (e.g. hospitals, NHS Blood and Transplant, and the British Heart Foundation) to promote the ways organ donation can transform recipients’ lives.

What we did

Our team promoted human-interest stories, pitching amazing competitor case studies to both national and regional titles, as well as national broadcast outlets, securing coverage on shows such as ITV’s Lorraine and TV news. Liquid came up with the idea of running an #ItTakes2 social media campaign, creating videos promoting different things you can do in two minutes – the time it takes to join the donor register. Selfie “shout-out” videos featured celebrities like Holly Willoughby, Phillip Schofield and Eamonn Holmes.

The result

Our work secured 100 pieces of media coverage, including broadcast and print/online, with a total reach of 589 million.

Our social media strategy, informed by the message #ItTakes2, was instrumental in adding more than 76,000 people to the West Midlands’ register – 5,145 people more than the previous year.

On the Games’ final day, the Government announced a change in policy to presumed consent, a key goal of the organisers.

“We are really grateful for all that you and your team have done. You worked with imagination and enthusiasm. The feedback has been very positive and media coverage high, thanks in no small part to Liquid.”
James Neuberger, chair of the local organising committee