Waiting to Live

NHS Blood and Transplant have an urgent shortage of paediatric organ donors, with 233 children on the waiting list for a transplant. The Waiting to Live campaign made this invisible wait public, telling the real-life stories of children seeking a lifesaving donation. The campaign, which launched in November 2023, centred around an emotive stunt in waiting rooms across the country. 233 bespoke dolls, representing individual children, appeared in hospitals and GP surgeries, alongside OOH, TV, press, and influencer, generating over 1.5 billion impressions through earned media alone.