The aim is to help young people understand the need for donors and to encourage them to discuss donation with their families, given that their parents need to consent under some circumstances.
Starting today, PopBuzz will run a series of articles, quizzes, social and video posts and in August another Global property, radio station Capital Xtra, will run video content on its digital platforms featuring its evening show presenter Yinka.
Andrea Ttofa, head of organ donation marketing at NHS Blood and Transplant, said: "We hope that through PopBuzz and Capital Xtra we will raise awareness of the life-saving power of organ donation and encourage young people right across the country from all backgrounds to discuss donation with their families and friends."
Carat handled the planning and media-buying responsibilities, working closely with Global to implement the campaign.
A previous content partnership between PopBuzz and NHS Blood and Transplant reached more than 730,000 people with facts about organ donation and generated more than 32,000 social media interactions earlier this year.
James Hickman, director of digital at Global, said: "PopBuzz is the ideal platform to inspire conversations among Gen Z audiences and we look forward to another successful campaign with NHS Blood and Transplant."
NHS Blood & Transplant moved its ad account earlier this year to Pablo, having previously worked with WCRS, the agency that created the multi-award-winning "Missing type" campaign.
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