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ASDA Announces New Partnership To Raise Awareness Of The Importance Of Organ Donation

Asda has announced a major new life saving partnership with NHS Blood and Transplant (NHSBT) to support this year’s National Transplant Week (8th - 14th July). In a bid to raise awareness and encourage more people from across the UK to sign up to the NHS Organ Donor Register, Asda is calling on fellow supermarkets to follow their lead and drive further registrations from amongst their shoppers, colleagues and suppliers.

Currently, around 10,000 people in the UK need a transplant and three people lose their lives every day due to the shortage of organs. Just 31% of the UK has joined the Organ Donor Register.

Asda has pledged to work with NHSBT to raise awareness of the various ways you can sign-up to the Register amongst its 19 million shoppers (per week) and over 180,000 colleagues.

The announcement comes as National Transplant Week 2013 launches, focusing on the need to also discuss your organ donation wishes with your loved ones – the theme is 'Pass It On'.

To support the campaign, Asda this week launches a limited edition Bag for life available in over 560 stores across the UK. The bag features the various ways in which people can sign up including text, phone and online. Asda will also be promoting the campaign during in-store events and internal communications.

Fiona Lambert, George Brand Director, said: 'This campaign is very close to my heart. By raising awareness of the importance of organ donation amongst our Asda colleagues and customers we are hoping to make a difference and encourage more people to sign up to the Register.

'At Asda we are leading the way and calling on our fellow retailers to come on board and raise awareness of the campaign amongst their shoppers, colleagues and suppliers, to help reach our goal of 15,000 registrations and ultimately enhance and save lives.'

Sally Johnson, Director of Organ Donation and Transplantation at NHSBT, said: 'We are delighted to be partnering with Asda for National Transplant Week and I hope it will get many more people agreeing to organ donation.

'It is essential that people talk to their loved ones about their wishes, so that should the time come, families are not left to guess what their decision is, at what is a hugely traumatic time. 95% of families allow organ donation to go ahead when a loved one has discussed their wishes. So our message is: join the NHS Organ Donor Register and tell those closest to you.

Mother and child
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Mother and child
Read about lives changed

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