Archant has become the first media group in the UK to join a new email campaign aimed at boosting the number of organ donors.

Under the scheme, developed by UK Transplant, the email gives staff in companies and organisations a quick and easy way to join the NHS Organ Donor Register electronically.

The campaign is currently being rolled out across the whole of Archant, giving all its employees, including those that work on its 60-plus regional newspapers, the chance to sign up to the register with the click of a button.

Archant chief executive John Fry was the first to sign up after previously carrying a kidney donor card.

Pictured above with his old and new donor cards, he said: "This is a fantastic community initiative and it can only help other people.

"If I can benefit someone after my death, then that is great and I would encourage colleagues to join me on the register and other companies to use the email."

Archant's support for organ donation started in June when its Devon newspapers launched a Gift of Life campaign during National Transplant Week. The campaign saw a 26 per cent rise in the number of local people joining the NHS Organ Donor Register.

UK Transplant marketing and campaigns manager Angie Burton said: "Archant have helped to make organ donation a talking point. Telling your family now about your wishes is essential in case the time ever comes.

"While many people already carry the donor card, the register is the most secure way of showing they want to be an organ donor."