Representing the six lives lost each week waiting for a kidney transplant
GOOD Agency launches campaign activation with The Robert Dangoor Partnership to find the nation’s living kidney donors as the second phase of the Make Your Mark campaign. The activation uses mannequins in Kent’s Bluewater shopping centre to stop people in their tracks and start a conversation about living kidney donation.
The six mannequins represent the six lives lost each week waiting for a kidney transplant. The mannequins are lifting their tops, revealing the message “Is it inside you to save a life?” on their torsos. The activation also includes a physical large-scale t-shirt draped above the shop front, replicating the Make Your Mark campaign shirt lift. The installation will feature people who have already become living kidney donors.
More than 7 million people in the UK are living with kidney disease and the Robert Dangoor Partnership wants to encourage more people across the UK to consider living kidney donation. The Make Your Mark campaign is designed to educate people that living donation is possible and vitally important to save lives.
Visitors to the shop window can talk to staff from the partnership to learn more about living kidney donation. The activation is supported by a digital campaign which includes footage of the stunt, and a quiz designed to identify people who might be willing to become a living kidney donor.
Bryn Attewell, Executive Creative Director at GOOD Agency says “At GOOD we persuade people to donate money or time towards amazing causes every day, but it’s a different task altogether to ask someone to donate a kidney to a person they don’t know. With living kidney donors at the heart of the Make Your Mark campaign, we knew the activation needed to reflect their generosity whilst also capturing the attention of the general public at Bluewater. This striking and disruptive activation conveys the urgency and importance of the cause, whilst celebrating the generosity of living kidney donors.”
Charities Kidney Research UK and Give a Kidney have been brought together by philanthropist Dr David Dangoor, who is himself a donor having given a kidney to his brother Robert, to form the Robert Dangoor Partnership for Living Kidney Donation.
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