NHS Organ Donor Card (Image: Supplied)Anthony Clarkson, director of organ and tissue donation and transplantation at NHSBT, said: "Family support for organ donation has been in steady decline over the last few years, and we need to reverse that trend. "We understand that when families are approached about organ donation, they may be expected to make difficult decisions at an already tragic time. "That’s why we are asking people in the North East and Yorkshire to be ‘One in a Million’ and drive up the number of people on the NHS Organ Donor Register to 30 million by the start of 2027. Earlier this year, the Organ Donation Joint Working Group (ODJWG) released a report calling for a "bolder, braver approach to organ donation." NHSBT continues to encourage people to talk to their families about their wishes and to formally record their consent on the NHS Organ Donor Register.