The campaign aims to deliver a significant increase in the number of people registering on the NHS Organ Donor Register and is expected to launch towards the end of the year.
AMV will handle the ad business while Manning Gottlieb OMD has been handed the communications planning account.
The pitch process was handled by the COI.
Henrietta Joy, director of communications and public affairs at NHS Blood and Transplant, said: ‘This campaign - the first to run across the UK - aims to convert people's good intentions about organ donation into active support.'
.jpg)
.jpg)