own your decision

client: NHS Blood and Transplant

getting 16–17-year-old gen z in england to talk to their families about organ donation.

  • similar project to youth certified, but different brief. we recruited 6 gen z creatives this time, answering the brief to encourage important organ donation conversations. during this hot house week, i mentored the creatives and helped with creative strategy.
  • this nationwide campaign launched in december 2020 via snapchat, youtube and instagram.


  • 23red, Joined Up Thinking, Jonathan Reid, Hillary Nyarko, Stafi Samaki, Merle Nunneley, Ella Lovewell, Esther Gbogboade.