The campaign aims to raise the number of people on the NHS Organ Donor Register from 29 million to 30 million by the end of the year. "We understand that when families are approached about organ donation, they may be expected to make difficult decisions at an already tragic time. In the South East, 338 people donated organs after death last year, up from 311 the previous year. Recent figures show family consent or authorisation for organ donation has dropped from 69 per cent nationally in 2020/21 to just 57 per cent in 2025/26. Last year, 43 patients in the South East died while waiting for a transplant.