Viewers asked to make life or death decision in TV organ donation appeal

Published on Saturday 1 March 2008 18:37

THE first television campaign aimed at boosting organ donation in Scotland has been unveiled by ministers.

The 189,000 campaign will be formally launched this week in an attempt to increase the number of transplants by 50% over the next five years.

The stark message will ask viewers whether they want to "Kill Jill" or "Save Dave", while showing close-up images of the two characters. It adds: "If you choose to be a donor, you could save a life. If you don't, you won't."

The advert will be screened on STV, Channel 4 and Five every day in March. Although the Scottish Government has used poster and print advertising for organ donation appeals, this is the first time it has used a television campaign.

The hard-hitting message, created by Edinburgh-based Union advertising agency, has appeared in poster form.

But it is extending its hard-hitting message to television in an attempt to encourage more Scots to sign the Organ Donor Register. This could halt a growing shortage of organs and save the lives of up to 500 patients a year who die waiting for transplants.

Research shows there is huge support for organ donation in Scotland, with around 93% of people in favour. Despite this, less than one third have joined the register, leaving a drastic shortage of organs for patients suffering from fatal conditions.

Many experts believe the best way to increase organ donation is the introduction of a presumed-consent system, with an option to 'opt out'. This is backed by the Health Secretary Nicola Sturgeon, after Scotland on Sunday launched a campaign for a change in the law, and could dramatically increase the number of organs available for transplant.

Sturgeon said: "The shortage of donor organs for transplantation is an increasingly acute problem and we are determined to tackle this increasingly acute problem.

"This is an issue that many people already give serious consideration to and it's impressive that more Scots have put their names on the Organ Donor Register than in any other part of the UK.

"Despite this, Scotland still has one of the lowest organ donation rates in the EU and it's clear that we need to do much more to increase the number of donors.

"Making the decision to become an organ donor can save lives and we are encouraging everyone to make the personal commitment to sign up to the Organ Donor Register."

The television advert will be screened from Wednesday to coincide with a debate on organ donation in the Scottish Parliament.

In January the Organ Donation Taskforce Report made a number of recommendations for improving organ donation rates.

This summer it will produce a second report on whether presumed consent could be introduced in the UK.