An advertising campaign highlighting Wales’ new soft opt out organ donation law has been launched.
This month sees the first phase of a media campaign – called It’s About Time – which will focus on digital platforms before rolling out to traditional media across Wales over the following weeks and months.
The new organ donation legislation, passed last year, will come into force in Wales on December 1 2015.
Under the new system, a person will have to opt out of the donation register if they do not want their organs donated after their death.
In 2012, 35 people died in Wales waiting for an organ donation and it is hoped the new law will increase the number of donations.
Health Minister Mark Drakeford said: “In Wales, over 250 lives are ‘on a clock’ waiting for an organ donor, living in the hope that time does not run out for them and a donor is found.
“We are changing the law on organ donation in Wales to help people on the donor waiting list by increasing the number of organs available for transplant.”
He added: “The campaign aims to give clear information about the change in the law and what it means for all of us. It will feature everyday people who are waiting for transplants – except that there is something noticeably different about them – they have a digital clock, as part of their body, which is counting down their life.
“I hope when people see the campaign online or, over coming months on radio, newspapers and television, they will take a look at out website, think about their organ donation decision and discuss it with family and friends.”