About Gift of Living Donation (GOLD)
GOLD raises awareness for living kidney donation, targeting the African Caribbean Community, and tackling prevalent donor shortages. Founded by Dela Idowu in 2010, her journey of considering donations to her brother drives her advocacy.

Our Approach:
GOLD commissioned us to raise awareness for their ‘Because of You’ event in London, honoring UK’s Black Living Donors. Attendees included local dignitaries and celebrities. Press releases and an influencer campaign targeted Afro-Caribbean and mainstream audiences.

Results:
Our campaign secured coverage in seven UK regional newspapers with a total circulation surpassing 120,000. The Voice Newspaper showcased a front-page story and four full pages. Additionally, we obtained radio interviews on three stations and a forty-minute slot on Revelation TV, resulting in a 29% increase in website page views.