Waiting to Live - NHS
Role: Lead Project Manager - Client Facing
This was one of the most emotional and important projects I’ve ever worked on - both in its creative ambition and real-world impact.
With 233 children on the UK’s organ transplant waiting list and only 40 donors available that year, the campaign set out to make this invisible crisis impossible to ignore. We placed 233 life-sized, doll-like figures - each representing a real child - across hospital waiting rooms nationwide, turning a statistic into something heartbreakingly tangible.
The results were powerful: over 50% of the children featured in the campaign went on to receive their transplants. The work resonated with the public, the press, and the creative industry.
It became the most awarded campaign in the UK and was ranked #8 globally by WARC. It was also named the #25th most-awarded campaign in the world, and #2 in the government sector by The Drum’s World Creative Rankings.
Jury President announces the Eurobest Grand Prix.
The campaign was launched across TV, cinema, OOH, radio, and social, generating over 1.5 billion earned media impressions and driving a 10% increase in under-18 donor registrations.
At the heart of the idea was a powerful installation: 233 handcrafted figures placed in hospital and GP waiting rooms across the UK, each one representing a real child on the transplant list. Every figure included a QR code, allowing visitors to explore the children's stories and sign up as organ donors on the spot.
