Media Moguls has been appointed by NHS Blood and Transplant (NHSBT) to raise awareness about organ donation amongst South Asian and Black communities in the UK.

It designed and implemented the first ever South Asian Organ Donation campaign in 1998 – 2003 for the Department of Health.

As well as increasing awareness about the lack of donors, the campaign also aims to challenge the misconceptions surrounding it. It will launch at the end of January next year.

Activity will include outreach involving face to face engagement, celebrity support and partnerships with key ethnic media to support the campaign.