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Across ITV stars have been showing their support for the From the Heart campaign.
There are more than 7,000 people currently on the waiting list for an organ transplant; but last year, only 3,000 operations were carried out.
Every day in the UK, three people die while waiting for a donor organ.
All this week ITV News will be following doctors and patients at Papworth Hospital in Cambridgeshire which specialises in heart and lung transplants.
ITV News Medical Editor Lawrence McGinty reports from Papworth where he met Alex Smith who has recently had a heart transplant and Richard Worthington who has had his transplanted heart for almost three decades:
This week ITV is launching a new campaign called 'From the Heart'. The aim is to raise awareness about organ donation but its implications could transform the lives of hundreds of people in Wales.
There are hundreds of Welsh people currently waiting for an organ transplant but there are not enough organs available.
As part of the campaign ITV Cymru Wales will have special reports and programmes exploring and highlighting the shortage of organ donors, its implications and the reasons behind it, focusing on the recipients of donor organs and how lives can be transformed.
- At any time there are around 300 people on the organ transplant waiting list in Wales.
- There were only 156 transplants in 2012 and the early part of 2013.
- 40% of families refuse for organs to be donated from a loved one.
Emma's life was transformed by organ donation. On ITV Cymru Wales at 6 o'clock we'll hear her story and explore the different path Wales could take.
The Welsh Government has introduced a bill which would see Wales have a 'soft opt out consent' system - unlike the current system, individuals would have to take their names off the organ donor register.
Ministers believe it will save lives but that idea is not supported by everyone. The head of the Church in Wales says organ donation should be a 'gift' and nobody should be compelled to give.
Sally Hart, who made the decision to donate her son Toby's organs, says of all the decisions she had to make, the one to donate was the easiest.
We are launching an exciting new campaign to help save thousands of lives and we want your help. Every day 3 people will die waiting for a transplant, due to the desperate shortage of donor organs.
There are currently ten thousand people waiting for a transplant, and none of them know whether they will get the call in time - life is a lottery on the transplant list and we want to try and change it. So, all this week we'll be looking at the issue and speaking to people like Jeffrey.
Jeffrey was badly ill with kidney disease 3 years ago. He tells Sangeeta that having a transplant changed his life.
Latest ITV News reports
Vincenzo has been transformed from a patient so sick he could not wash his face to a man who strides confidently with a gleam in his eye.
A look at organ donation rates around the world and how the UK compares.