Westfield Health
Healthcare
Media
Running for over 40 years The Westfield Health British Transplant Games are a celebration of life. As well as raising awareness of the need for organ donation and encouraging transplant recipients to lead active lifestyles, the games also show appreciation for, and remembers, donors and their families.
This year, the city of Leeds hosted the 45th British Transplant Games. The Ark’s personal experience of organ donation and our links to both independent and large media companies meant we had to help support the games and its important messages.
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We came up with an innovative strategy of approaching key media owners to leverage free media space for this worthwhile cause, with the intention of delivering an impactful zero cost campaign to support the games.
We launched a three-month campaign (May, June and July), whereby we managed to secure a total of £150,000 worth of out-of-home media advertising space at zero cost, targeting Leeds, Yorkshire and the wider community.
Overall, the campaign gained 2.2 million impacts, and utilised a wide range of different OOH elements, including a roadside digital billboard on the M62 motorway – this alone delivered 2,297,820 impacts, 3 x Digital 96 sheets, 15 x digital 48 sheets, Streethubs in Leeds city centre, D6 sheets at Leeds Bradford airport, motorway service stations and York Designer Outlet. We also gained news coverage on Leeds Radio and in the Daily Express.
“I want to send you my personal heartfelt thanks for the absolutely awesome support which you have given us. To be frank, it has been a gamechanger, and we’re all so grateful you have personally put the games on the map in a big way. I’m now being messaged by family and friends as they pass the digital boards in their cars!”
Roger Burnley CBE
(Chair of the British Transplant Games)
