The development of NHS Blood and Transplant's (NHSBT) United Kingdom strategy “Taking Organ Transplantation to 2020” published in July 2013 included the use of online surveys and extensive stakeholder and public engagement. Implementation of the strategy will include action to promote a shift in behaviour to increase consent rates. Progress will be tested through regular public surveys. NHSBT has recently commissioned independent public research on organ donation, addressing key areas such as attitudes and behaviours, motivations and barriers, and attitudes towards consent. This research has helped NHSBT understand the views of the public in more depth and will continue to be important to inform communication. The research will be published early next year.