THE CHALLENGE
The NHS struggled to engage diverse communities in organ donation, facing cultural hesitations and a donor shortage for Black, Asian, and minority ethnic groups.
Jack
VIDEO EDITOR
Kirsty
PRODUCER & DIRECTOR
Nourdin
CONTENT PRODUCER
Ndu
CEO & CO-FOUNDER
THE INNOVATION
Our cultural immersion research sessions uncovered that discussions about death were taboo but best held in familiar settings. In response, we launched 'In The Kitchen With…', a 4-part series where popular influencers from the sub-communities of relevance such as the Kabs Family, Adeola Patronne, Big Zuu and Bambi Bains and their loved ones discuss organ donation over cultural dishes.
THE IMPACT
90%
reduction in opt-outs for NHS Organ Donation.
The ‘In The Kitchen With’ campaign was such an innovative idea to bring the donation conversation to the screens of our target audience. Not only did the campaign deliver in terms of views, but seeing the effect it had on reducing drop-out rates was a massive achievement.
Geraldine Parker, National Community Engagement Manager, NHS
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