The NHS aimed to boost organ donor registrations by encouraging individuals to discuss their organ donation wishes with their loved ones. The “Leave Them Certain” campaign was designed to motivate people to have these important conversations, helping to prevent uncomfortable discussions during a loved one’s death. 

We developed a series of three videos centred around the iconic ‘Mr & Mrs’ game, each set in different relatable scenarios—a cosy living room, a lively dinner party, and a casual kitchen gathering. In each setting, six friends enjoy the game, which gradually reveals a poignant moment: the realisation that they don’t know each other’s views on organ donation.

As the game shifts from light-hearted fun to a serious topic, the voice-over prompts: “You think you know everything about each other… But do you know how they feel about organ donation?” This transition encourages viewers to reflect on their own conversations about organ donation. Each video concludes with the message: “Your loved ones will always be involved. Talk to them about organ donation, leave them certain.”

The campaign, delivered in both English and Welsh, achieved significant visibility and impact across the UK. The videos were well-received, generating substantial engagement on social media and sparking conversations about organ donation. The ads effectively raised awareness and prompted viewers to consider their own