As well as increasing awareness about organ donation, the campaign also aims to challenge the misconceptions surrounding it. The campaign will support the decision-making process by providing accurate information and encouraging people to join the NHS Organ Donor Register.

People from the South Asian and Black communities living in the UK are three times more likely to need a kidney transplant but just 1.2% and 0.4% of people from these communities have joined the NHS Organ Donor Register. Due to the shortage of compatible donors, South Asian and Black patients on average have to wait nearly twice as long as a white person for an organ to become available.

The event will be attended by:

• celebrities who are supporting the campaign
• health professionals who work with patients
• individuals who have been affected by organ donation, including people who are waiting for a transplant, transplant recipients and their families

A briefing session will be followed by Q&A and photo opportunity. Spokespeople will include:

• Lynda Hamlyn, Chief Executive of NHS Blood and Transplant
• Professor Gurch Randhawa, Chairman Luton Primary Care Trust
• Alia Rashid, first Muslim Donor Transplant Co-Ordinator

Campaign celebrity champions:

• TV and radio presenter Sonia Deol
• Actor Kulvinder Ghir
• TV presenter Ama Abebrese
• Popstar Jaya

Case studies

Media are invited to attend and conduct one to one interviews after the briefing session.

Registration will commence at 3.30pm.

Date: Thursday 18th February 2010

Venue: Hammersmith Conference Centre, Hammersmith Hospital, 150 Du Cane Road, London, W12 0HS

Arrivals: 3.30pm

Photo-call: 5.00pm

Please be advised that ID will be required on entry due to security reasons.

To register your attendance and to request interviews, please contact Media Moguls: