LIGHTMAKER & NHSBT CREATE NEW CAMPAIGN TO BOOST ORGAN DONATION

As part of a drive to reach and encourage people to join the NHS Organ Donor Register, NHSBT had an innovative vision to create a Wall of Life; a wall of thousands of photos of organ donation supporters, piecing together an image of a transplant recipient.

The Wall of Life has been created as part of a national campaign to highlight the constant need for organs in the UK. More than 10,000 people currently need a transplant operation, of whom 1000 - 3 a day - will die before an organ becomes available.

The Wall of Life begins by showing the transplant recipient, and gives the user ability to zoom into any one of thousands of supporters' individual photos.

Besides submitting a photo, supporters can supply their location and personal statement explaining motivational reasons for joining. This information will be part of a user profile which can be viewed by visitors to the site.

NHSBT needed the Wall of Life to incorporate additional functionality to integrate with social networking sites helping to spread the campaign message virally. Lightmaker's brief was to turn this vision into a reality; creating the strategy, developing the required technology and supporting its distribution to new audiences online.

Lightmaker created and developed a new technology to build the Wall. The website allows users to register, upload and crop images for inclusion on the wall, it was built using ColdFusion, XHTML, CSS, Javascript and JQuery.

The widget is similar to the website, featuring the live mosaic image with functionality to zoom in and out. The widget uses Clearspring; a third party solution maximising distribution to main social networking websites.

The Wall of Life concept has been turned into an impressive reality available to the public. There's a sizeable challenge ahead to build a completed wall from 60,000 supporters but harnessed with the latest technology for users to share and promote to family and friends, coupled with a life-changing cause.

Visit www.walloflife.org.uk