Waiting to Live
Award: Graphite Pencil
Graphite Pencil / Health & Wellbeing / Direct / 2024
Award: Graphite Pencil
Graphite Pencil / PR / Single Market
Award: Wood Pencil
Wood Pencil / PR / Integrated
Award: Wood Pencil
Wood Pencil / Digital & Social / Physical & Digital
Award: Wood Pencil
Wood Pencil / Health & Wellbeing / Experiential
Award: Shortlist
Shortlist / Health & Wellbeing / Integrated
Award: Shortlist
Shortlist / Direct / Integrated
NHS Blood and Transplant have an urgent shortage of paediatric organ donors, with 233 children on the waiting list for a transplant. The Waiting to Live campaign made this invisible wait public, telling the real-life stories of children seeking a lifesaving donation.
The campaign, which launched in November 2023, centred around an emotive stunt in waiting rooms across the country. 233 bespoke dolls, representing individual children, appeared in hospitals and GP surgeries, alongside OOH, TV, press, and influencer, generating over 1.5 billion impressions through earned media alone.
What did the judges have to say?
There is so much to this entry. Dolls, beautifully crafted to look like children waiting for organ transplants, strategically placed in hospital waiting rooms really hit me in the heart. Over 200 dolls were made to try and save over 200 lives. This tackled a real problem of so many kids waiting for an organ transplant with such empathy and emotion. It had me in tears.
June Laffey, Creative Leadership Coach, June Laffey Coaching
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