NHS Blood and Transplant St Valentine's video is example of transformation in organ donation discourse
Talking about organ donation with one's loved ones has become a key component of public discourse as a feature of health systems' attempts to tackle organ shortages. Communicating verbally with relatives about one's wish to become a donor in the case of death is presented as a condition for presumed consent laws to be effective in their aim to increase the pool of organs available for transplants. A strong example of this discursive approach in a country like the UK is found in this NHS Organ Donation video , in which artist Adaya Henry encourages ' more people to have the conversation about organ donation .' The video was prepared to coincide with Valentine's Day, a date in the calendar that is associated with heart symbols — traditional signifiers of love. The resulting equation of organ donation as an act of love also provides an ideal channel for news coverage. For example, a BBC News article published on 14 February told the story of Michelle Crawford, a...