British Heart Foundation

Yes I Donate


Stories that inspire action.


Short form messages of hope.


Almost 7 out of 10 people in Northern Ireland are in favour of changing the law on organ donation. BHF aimed to influence change through the use of social video. The aim was for a soft opt-out system introduced in Northern Ireland as it is in Scotland, Wales and England. This would mean that everyone would automatically be considered to be an organ donor unless they opt-out.


Our approach was to work with BHF supporters who had a real story to tell that involved the importance of Organ Donation. Our ambition was to utilise authentic stories and social media to raise awareness of the importance of registering to be a donor, having the conversation about the subject and to request support for an opt-out system. To ensure the story could be told in full, whilst also shared across social media, we produced two versions of each video for these separate channels.


The success of the campaign was measured on organic engagement and social reach including the resulting national conversation. 

Dáithí’s Story: Dáithí Mac Gabhann from Belfast is two years old. He loves boxing and playing football with his Dad. For Dáithí to be able to continue to do the things he loves, he needs a new heart.

Sophie’s Story: Sophie Guthrie from Newtownabbey was born with a heart condition called cardiomyopathy. This little girl had a heart transplant when she was just a tiny baby and since then she has thrived.

Andrew’s Story: Andrew Duncan from Derry~Londonderry died almost five years ago whilst waiting on a heart transplant. Andrew, who was 38 at the time, had an inherited heart condition called dilated cardiomyopathy and his two children carry the gene that puts them at risk of developing the same condition.