The new campaign aims to increase organ donation rates within black, Asian and minority ethnic communities by raising awareness and breaking down barriers to donation. It will be delivered by NHS Blood and Transplant with support from the National BAME Transplant Alliance (NBTA).
The campaign follows figures from NHS Blood and Transplant that show 21% of people who died on the waiting list last year were from a black, Asian or ethnic minority background. The figure was 15% a decade ago.
The NHS Blood and Transplant report reveals only 7% of donors last year were from BAME backgrounds. This figure is increasing thanks to more families saying yes to donation when asked in hospitals.
Family refusal continues to be the biggest obstacle to organ donation among these communities. Around half as many families support organ donation compared with families from a white background.