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NHS Blood and Transplant encourages people to open up about organ donation.

The film tells the real-life story of Shivum Kakkad as he reminisces about his father, Bharat, who passed away in 2019. Real video home footage of Bharat dancing is contrasted by Shivum (played by an actor), who is forced to contemplate whether or not to donate his father’s organs – a topic which the pair never discussed.

NHS Blood and Transplant's ad is inspired by research which found that less than (47%) of families agree to donation going ahead if they are unaware of their loved one’s decision to be a donor. It will run across TV, print, radio and social activity and feature other real-life stories about organ donation.

The work was created by Amy Fasey and Jacob Hellstrom, and directed by Fenn O’Meally through Smuggler.

This follows on from last year’s "Pass it on" campaign, which aimed to raise awareness around the change in law for organ donation.