MullenLowe UK has launched a birthday card campaign for the NHS to encourage members of the public to sign up to the NHS Organ Donor Register.

“Go on, get a card. It is our birthday” plays on the birthday card theme and aims to get adults in England to register with the NHS Blood and Transport donor system.

The work, which was first first revealed at Westfield Stratford City in London, features an image of an organ donor card along with the campaign strapline.

The campaign can also be seen on out-of-home sites including Hounslow, Kingston, Feltham and Esher on screens donated by Ocean Outdoor and Unilever.

The work also encompasses digital assets on NHSBT sites, at blood donor centres and across social media.

Mullenlowe has been working with the NHS for six years. In June MullenLowe won the creative account for the Department of Health and Social Care, which covered work outside the NHS.

Tom Knox, executive partner at MullenLowe, said: “NHS Blood and Transplant are committed to reducing the number of people waiting for an organ transplant and saving as many lives as possible in the process. Three-quarters of people are willing to donate in England, but currently, only 40% of people have registered a decision as an organ donor on the NHS Organ Donor Register. This is our opportunity to help change that.

“We want to celebrate the NHS’s 75th birthday as a moment for people to be able to give back to the healthcare service which provides care for them day in, and day out, 365 days a year.”

Anthony Clarkson, director of organ donation and transplantation at NHS Blood and Transplant, added: “Today, more than 7,000 people in the UK need a lifesaving transplant to transform their life. Just 1% of people die in the right circumstances to donate their organs so we need as many people as possible to confirm their organ donation decision so their families know what they want to happen.”