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Dressed in surgical gowns and pushing saline drips, the ‘patients’ passed high footfall locations including Oxford Street, Victoria Station and Westminster Bridge. A camera team accompanied the actors, capturing peoples’ reactions to the stunt along the way.
Channel 5 enlisted a promotional team alongside the stunt, who were tasked with distributing flyers and informing passers-by about both The Gift of Life programme and Organ Donor Register.
The activity sought to draw attention to the plight of the 7,000 people in the UK currently waiting for an organ transplant - the focus of the new three-part series.
The Gift of Life, which has been produced with support from NHS Blood and Transplant, will premiere at 10pm tomorrow (21 October). It documents patients' experiences as they wait for life saving organs to potentially become available to them.
The stunt was devised and produced by Taylor Herring, the agency behind activations including a , and .
The integrated campaign also encompasses social, digital and out of home marketing.
Jo Bacon, vice president, Channel 5 and MTV Europe, marketing, creative, publicity and media said: "Encouraging people to sign up to the NHS Organ Donor Register is such an important issue and forms the basis of our integrated marketing campaign to both external and internal audiences.
"Working closely with NHS Blood and Transplant and the inspirational people featured in the series, our ambition is to reach a broad consumer audience across platforms with a crucial message. We urge people to make a difference and give the gift of life."
Sally Johnson, director of organ donation and transplantation at NHS Blood and Transplant Transplant added: "Programmes like this show that transplants really do save lives, but they wouldn't be possible without people donating their organs after death. With three people dying every day in the UK in need of a transplant, more needs to be done to increase the number of organs available.
"Tell those closest to you that you want to be a donor so that when the time comes it will make the decision that much easier for your family and more lives will be saved."
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