Transforming organ donation rates / Welsh Government

In 2013, Wales had the UK’s lowest organ donation consent rate (<50%). To combat this, the law was changed to a ‘soft opt-out’ system, where individuals are presumed to consent unless they explicitly opt out.
Our multi-award-winning, 8-year national communication campaign has helped Wales go from lowest to highest country in the UK for organ donations. It demonstrates our ability to deliver national, pan-Wales campaigns that achieve real and measurable behaviour change. 

Phase 1. Raise Awareness of the Importance of Donating Organs and the Upcoming Law Change.
With a primary focus on raising awareness of the up-coming legislation change, we needed the nation to feel well-informed about the importance of the change to the nation’s health and the significant role it would play in saving lives. But we also needed to encourage people to consider their views on organ donation and speak to others about it.  

‘It’s Time To Talk’ focussed on the agonising wait individuals face when waiting for a transplant, while also serving to count down to the launch of the legislation in 2015. We asked the public to be prepared, think about their wishes and to take the opportunity to talk about it with loved ones. 
Media relations supported the ATL campaign with case study stories of people whose lives were literally on the clock as they waited for transplants. Digital OOH and banners of ticking clocks appeared across the country counting down to the change in law so that no one in the country could be oblivious of the issue.  

Phase 2: Ensure Families Honor Organ Donation Decisions.
By 2017, awareness had grown, but families were still overriding their loved ones’ decisions at critical moments. The “Voices” campaign tackled this emotional barrier head-on.
TV and radio ads began with individuals expressing their donation wishes—only for their voices to be replaced by distressed family members speaking on their behalf. This powerful shift highlighted the importance of having clear conversations in advance. The campaign was supported by a roadshow featuring a “conversation sofa,” social media activity, and even beer mats with talking mouths in pubs to spark dialogue in everyday settings.

Phase 3: Encourage Clear Conversations and Actively Opt-In to Donating Organs.  
In 2019 the campaign focused on ‘the power of now’, overcoming procrastination and encouraging people to act. “Guessing Game” used familiar games like charades and crosswords to show how unclear communication can lead to confusion—and missed opportunities.
Interactive digital games, a giant “Operation” board game at events, and practical media tips helped people feel more comfortable starting the conversation. The campaign emphasised the power of now: don’t wait, talk today.

90% awareness
58% had the conversation
77% consent rate
40% active opt-in
Impact
950 transplants since 2013
2.4 million people now consent to donate