In Spring 2020, England transitioned to an "opt-out" organ donation system. However, low consent rates were rooted in a lack of communication and understanding. This project aimed to change that by fostering a shift in cultural attitudes and creating comfortable spaces for families to discuss organ donation without pressure.

The key was collaboration. I worked directly with communities, starting at Death Cafés to understand public perceptions. I took the concept to the NHS Strategy Conference, co-creating with healthcare experts and refining the idea. Testing with local families, I ensured the final design was truly shaped by real user needs.

The outcome was FeeU, a family creative toolkit designed to help kids (7-11 years old) and their families talk about organ donation by empathizing with life-changing transplant stories and creating art. The service is intended to be a collaboration with children’s museums and galleries, supported by NHSBT FUTURE—a rebranded NHSBT subsite focused on engaging future generations and families in organ donation.

The project ended with me connecting with professionals from NHSBT (NHS Blood and Transplant) and presenting the service concept, which sparked interest and initiated a conversation with the organization. This collaboration showed how behavior-driven design can reshape public health communication. FeeU offered NHSBT a fresh approach to foster open discussions, demonstrating that small, meaningful interactions can create lasting changes in attitudes and decisions.