Organ donation is a serious subject, so we went for laughs. Driven by the positioning; ‘On Valentine’s Day some things are better left unsaid and some things aren’t’ we scripted multiple awkward/funny/outrageous interactions between couples. A montage of inappropriate moments – thoughts, observations, feelings that really are better left unsaid! Humour was used as a creative driver to unlock difficult conversations about organ donation. To up the ante and with a nod to Valentine’s, the interactions were played out in the context of a romantic dinner in a classic restaurant setting. Casting was crucial and we embarked upon an intense audition process to find the 26 actors who feature across the three films.

The campaign was created specifically for Facebook. Three films were launched on separate dates (8th, 10th, 12th February) in the week leading up to Valentine's Day. A device designed to build momentum and encourage social media interest/activity - the campaign had ambitions to go viral.

A campaign with bold ambitions and very little media spend, the films generated one million Facebook views in just seven days, a 95.7% uplift in Facebook likes and double the rate of donor registration in the week the films were released. The campaign prompted thousands of comments/discussions on social media – with people praising the light hearted approach to a serious subject. The campaign was also supported by a number of case studies - #sharethelove. The Better Left Unsaid campaign exceeded all expectations.