There is a shortage of organs for transplant

In Wales, 372 people are currently waiting for an organ transplant.

UK Transplant, which is behind the scheme, is hoping to sign up 1m donors to mark the 10th anniversary of the NHS Organ Donor Register.

Television and radio adverts will feature the stories of donors, as well as those of grateful organ recipients and their loved ones.

Organ transplant statistics 150 people in Wales received organ transplants in 2004 21% of people in Wales are on the ODR 16,600 people in Wales have joined the register since October 12m people in the UK are registered organ donors Nearly 8,000 people in the UK are waiting for a transplant

UK Transplant says that since October, almost 500,000 people - including the 16,600 people in Wales - have already pledged to save or improve lives by joining the register.

Welsh transplant co-ordinator Louise Collar told BBC Wales: "We have a kidney transplant list in Wales and currently we have about 300 people registered that are waiting for a kidney transplant.

"On average, we transplant between 75 to 100 people a year. So the supply never meets the demand for those waiting."

Just a week ago, Europe's longest-surviving heart transplant patient celebrated 25 years since his operation.

Derrick Morris, from Swansea, was given just a 15% chance of survival when he had his operation in February 1980.

Since then Mr Morris, 74, has travelled the world and lived to share his experience with three grandchildren.