As the first multimedia campaign to promote organ donation rolls out across the UK today, new research reveals the gap between what we would take and what we are prepared to give. While 96% of us would accept an organ if we needed one, only 27% of us have the joined the NHS Organ Donor Register (ODR). Many of us (45%) have the best intentions to sign up to the ODR and commit to donate our organs for transplantation after our death, but just haven't got round to it.