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NHS insert asks drivers to consider organ donation

LONDON - The powerful image of flowers on railings at the side of a road where someone has lost their life is being used in an insert campaign targeting car drivers and encouraging them to sign up as NHS organ donors.

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The leaflet, created by strategic direct markeing agency Entire, is being sent out with 3m DVLA vehicle licence renewal mailings in January and April.

If successful, the campaign will be extended to 2005, when as many as 36m will be sent out.

The leaflet aims to show people that they can be remembered by more than a bunch of flowers, by leaving their organs to someone who needs them.

The headline on the piece reads: "Leave more than memories, be a donor. Be remembered for life."

It also addresses the misconception that if you carry a donor card that is enough to allow your organs to be donated to someone else. However, there are sometimes discrepancies if relatives are not aware.

Signing up to the register validates the card, as well as enabling the NHS to match the organs to the person who needs them.

Last year, a similar campaign sent out with vehicle licence applications generated as much as 38% of registrations to the NHS Organ Donor Register, according to Entire senior account manager Tom Bayliss.

The campaign was commissioned by NHS UK Transplant, the health authority responsible for matching and allocating donated organs. It is also responsible for the NHS Organ Donor Register.

There are currently 10.7m people registered on the register and UK Transplant aim to increase this number to 16m by 2010.

Angie Burton, marketing and campaigns manager of NHS UK Transplant, said: "Entire has the insight, the creativity and the strategic approach we need to realise an ambitious mailing like this. Its thinking and approach inspires confidence."

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