The brief

Working with The GOOD Agency, we provided PR support for the launch of the second phase of the Make Your Mark campaign to get the UK talking about living kidney donation.

The thought provoking activation took over a shopfront in Kent's Bluewater shopping centre with a real kidney donor stood in the window alongside six mannequins, each whom represent the six people die each week in the UK waiting for a kidney transplant. Each of the figures are seen lifting up their t-shirts to reveal the question “is it in you to save a life?”. The shop façade itself was also given a makeover and transformed into a giant t-shirt with the window displaying the shocking statistic. There was also a mirror installed for shoppers to use to encourage a brief moment of self reflection on whether they could consider living kidney donation.