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UK Transplant launches new viral campaign

UK Transplant launches new viral campaign

A new fun viral campaign, supporting a serious message has been launched to encourage more people to sign up to the organ donor register.

Developed as part of UK Transplant’s ‘Superhero’ campaign 2008, superhero-me.co.uk gives users the chance to ‘superhero themselves’ online. By uploading a photo and passing it round to their friends the website aims to raise awareness while users champion a good cause.

UK Transplant marketing and campaigns manager, Angie Burton, said: “Everyone can be a superhero and save a life by joining the NHS Organ Donor Register. Superhero-me means they can also make themselves look like one!”

The campaign targeting music lovers and students breaks in August and includes a presence at this year’s V Festivals in Chelmsford and Staffordshire, and at Freshers’ Fairs around the country. The website will extend the longevity of the campaign while getting users to become engaged and play their part.

Angie added “Young people are already fantastic supporters of organ donation, 30% of people on the register were aged between 16 and 25 when they joined.  They can also be powerful ambassadors for organ donation amongst their peers and families so we hope the viral will be a valuable tool to extend the reach of our campaign.”

superhero-me.co.uk has been developed by a specialist digital PR agency, Headstream, with sister PR agency Lawton extending the reach with a Freshers’ Fair roadshow around the UK.

AJR
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