Wales has become the first country in the UK to introduce a revolutionary system to increase the number of organ donations by 25%.
From today (1 December), there will be a system of presumed consent, where adults will be regarded as having consented to organ donation unless they have opted out.
It is hoped that the change in the law will help to save the lives of those waiting for an organ donation. In 2014/15, 14 people in Wales died while waiting for a transplant, and there are currently 224 people on the Welsh transplant waiting list, including eight children.
Working closely with client, Donate Wales, Freshwater played a part in helping to pave the way for this new law to be introduced by running an award-winning campaign, encouraging people to join the organ donor register.
The campaign was run over two different phases over a nine-month period in 2010. During the course of the year, over 60,000 joined the organ donation register – an increase of more than half (20,000) compared to the previous year. A sustained high profile debate on opt-out led to the government, in July 2010, announcing it would introduce opt-out organ donation.
The campaign included:
Mitchell Gadd, Freshwater’s account director who worked on the campaign, said: “Today is a landmark day for Wales, and we are pleased to have played a part in the early stages of the campaign by helping to raise awareness about the need for more people to sign up to the organ donation register.
“The campaign’s overall success was achieved by integrating all components of the campaign seamlessly. All elements worked in synergy, with key messages remaining consistent but expressed through different mediums.
“It’s humbling to think that we played a small part in helping to bring about today’s ground-breaking change which will help to save lives across Wales.”