A new campaign has been launched in London which offers a free taxi ride to people if they sign up to an organ donation register.

NHS Blood and Transplant (NHSBT) is offering a free ‘Lift for Life’ to anybody who is willing to sign up to the Organ Donation Register (ODR) while in the cab on Wednesday.

There are currently 1,838 people in London waiting for an organ transplant, and there is still an average of three people dying every day before a suitable organ becomes available.

Of the estimated 20,000 black cabs in the capital, only the NHSBT’s Lift for Life black cab will be offering free journeys.

Taxi driver Edward Goodchild said he is proud to be involved with the campaign. He said: “For one day only punters will be able to hail the cab from the London streets. I am proud to be involved with the campaign and hope we get as many people to sign up as possible.”

Sally Johnson, director of Organ Donation and Transplantation, said: “Firstly, I want to thank those who have already signed up to the Organ Donation Register and have encouraged their friends and families to do the same. We’ve seen a big rise in number of people in London signing up but it’s still not enough.

“Three people die every day, so even if you don’t find the Organ Donation cab, please take two minutes to join your fellow Londoners on the Organ Donation Register and sign up today.”