Daniel Harrison was a promising young rugby player whose dreams of studying Russian at university were tragically ended when he was killed in a car crash last year at the age of 17. At the Royal Bolton Hospital he is recalled for his contribution after his death: 40 people have benefited from his tissue being donated.

Daniel is now the face of a pioneering campaign by the Royal Bolton NHS Foundation Trust that shows what can be done to increase organ and tissue donations with co-ordination and communication. Beneath the poster image of him in his rugby kit that you see wherever you go in the hospital are the words of his father, Steve: “I know it isn't the easiest job but you would think somebody would be able to broach the subject if lives depend on it.”

The theory is simple. If your loved one dies in the hospital with organs or tissue that can be used you must expect that someone will ask you to consider allowing the organs to be used for transplant.

The results have been dramatic. Before 2006 six corneas were harvested each year; for the year to April 2008 the figure rose to 236. The referral of solid organs - lungs, liver, pancreas or kidneys - has quadrupled to 30. First, families are given time to accept the fact that the loved one is dead. This is not easy when that person is attached to a life-support machine. Families are consulted on their needs and offered religious and spiritual help. If they want to become involved with washing or dressing the body they are encouraged to do so.

Fiona Murphy, 44, a nurse who is part of the four-strong bereavement and donor team, explained: “We believe families should be given choice about end-of-life care. You cannot tell by looking at somebody whether they have particular spiritual needs. You have to ask. With that level of care we are finding a natural increase in donation rates.”

Daniel's parents did not know that their son was on the donor register. He had discussed it with his father but only after his death did they discover his wishes.

That his tissue has changed the lives of 40 people has been a great comfort to Amanda, Daniel's mother. “My wife says constantly that she feels Dan is living on in other people,” Mr Harrison said.

The family did not ever feel they were being hurried. “They told us that somebody was going to be able to see this Christmas who otherwise would not have,” Mr Harrison said.

“Fiona has helped us to such an extent she is now a family friend.”

He added that he was astonished and appalled that such procedures were not routine at all hospitals.

The team, which last week won a Nursing Times award, believes that the health service and families may not be ready to cope with the full responsibilities of “presumed consent”. Mrs Murphy said: “My worry is families having to cope with grief being told they have to give their relative's organ against their wishes. I absolutely believe if you approach every family in the way we do you would naturally increase organ donation.”

Sarah Thornton, 41, the lead consultant, said: “It is their right to be asked. It is their choice and not mine. Families get enormous comfort from the fact that they have been asked. The only positive thing out of tragic circumstances is the ability to help somebody else. They latch on to it.”

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