Out of the Ordinary
Many of us imagine kidney donation as something reserved for the most outgoing and altruistic in our society, but in reality, it's ordinary people across the country who step up and save lives – ordinary people like Charlotte, Brian, Yunus and Jenson.
Through OOH and digital channels, we encouraged more people to consider becoming a living kidney donor through an accessible guide that introduced our audience to real donors who have already done it.
Our campaign generated 1791 leads (413% above target). And if every lead is to follow through the process of becoming a living kidney donor, it will clear a quarter of the nation's donation wait list.
Photographer: @alexedensmith
