NHSBT1303 Pass It On Podcast (Inception to Publication)

NHS Blood and Transplant is a Special Health Authority in England and Wales, with responsibilities across the United Kingdom for organ donation and transplantation and blood donation services in England. The organisation's core purpose is to 'save and improve lives' through the provision of a safe and reliable supply of blood components, solid organs, stem cells, tissues and related services to the NHS, and to the other UK Health Services where directed. It provides specialist reference services and bone marrow donor identification worldwide.

From Spring 2020 new legislation came into force in England which changes the basis for consent for organ donation.

NHS Blood and Transplant were tasked with delivering a national campaign aimed at everybody over the age of 16 to raise awareness of the organ donation law changes and the choices available to people.

NHS Blood and Transplant wanted as many people as possible to:

• Know that the law around organ donation was changing
• Understand what is changing and the choices available to them
• To make their organ donation decision
• To share their decision with family and friends

A podcast is missing from NHS Blood and Transplant's toolbox and the intention is to create an initial 8 episode Pass It On podcast with a view to rolling out further episodes if successful.

According to Ofcom data, the steepest growth in podcast listening figures occurs in young adults aged 15-24, with around one in five now listening to podcasts each week. It is recognised that half of the podcast market is age 35 or under and also consists of a large group of black and Asian listeners. These statistics represent a huge potential to reach such an active and target demographic to help meet NHS Blood and Transplant's objectives.

Podcasts are also a great way to engage new and existing influencers and celebs, so the long-term ability for unlocking potential on this platform is considered as being very good..

The primary objective is to successfully raise awareness of the law change and organ donation more generally and to make extra effort to appeal to specific audience groups (16 and 17 year olds; DE or "Hard Pressed" groups; People with Black, Asian and Minority Ethnic heritage). Stories and talent are key to the podcast being successful, so NHS Blood and Transplant would like to work with case studies, supporters, and celebrities (where possible).

NHS Blood and Transplant want to engage with a Supplier who will provide all the services necessary to initially produce an 8 episode podcast series from inception to publication.