Transplant recipient Annette Gordon received a new kidney

The authority hopes to add one million new names to the national donor register during its 10th year.

Currently, there are around 8,000 people in the UK who are waiting for a transplant.

Annette Gordon of Gloucester who had a kidney transplant in 2004, said "I am walking round and building strength."

Television and radio adverts will feature the stories of donors, as well as those of grateful organ recipients and their families. UK Transplant says that since October, almost 500,000 people have already pledged to save or improve lives by joining the register.