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London. 12 July 2016. Creative agency 23red has unveiled a new campaign for NHS Blood and Transplant to promote the importance of joining the NHS Organ Donor Register.

This campaign asks the simple question – will you ‘waste or save’ your vital organs when you die. Appealing to young adults, 23red has created a series of animations called “The Vitals” which sees illustrated vital organs characterised, talking frankly about organ donation.

The Vitals may be illustrated but they’re by no means childish. They are used to educate the audience, not only on the importance of registering as an organ donor, but also on the function of the different organs and why they are vital and essential to those waiting for a transplant.

Research conducted by NHS Blood and Transplant revealed that 40% of those who would be willing to give their organs have not joined the NHS Organ Donor Register because they haven’t got around to it. There are currently around 6,500 people waiting for an organ transplant in the UK.

Traditionally, messages around organ donation focused on waiting and reciprocity messages. NHS Blood and Transplant wanted to do more to provoke conversations and registrations amongst 18-35 year olds who are a key focus for the organisation.

Ceri Rose, Assistant Director at NHS Blood and Transplant: “Engaging a young adult audience in conversation around organ donation requires an innovative approach. 23red has created content that is both impactful and entertaining which will encourage the younger audience to really take note of this important issue and ultimately drive them to register.”

Jane Asscher, CEO and Founding Partner at 23red: “The younger generation have strong opinions about lots of things, including organ donation. What’s more, they’re used to expressing these opinions and debating them with their friends. We wanted to create a campaign that was more than numbers and facts, we wanted something that would grab the attention of this hard to reach audience and encourage them to actively do something and help save a life.”

The activity will be rolled out across Instagram, Facebook and YouTube, directing users to the NHS Organ Donor Register. 23red have also created an interactive animation for NHS Blood and Transplant’s campaign page which will allow participants to choose whether they ‘waste or save’.

Waste or Save is another great example of interactivity and creativity in social media. The campaign comes hot on the heels of 23red’s successful Tinder partnership and Virtual Blood Donation campaign.