A major campaign to tackle the lack of ethnic minority donors has been launched by UK Transplant.

UK TRansplant is the NHS organisation responsible for matching and allocating donated organs.

Asian and black people are over three times more likely to need a kidney transplant than the general population, and their chance of a successful transplant is greater if they can be matched with a donor from the same ethnic group.

But with Asian and black people accounting for fewer than 2% of deceased organ donors, transplant patients from these communities have to wait up to twice as long as others for a suitable donor to become available.

The latest figures show that Asian people wait an average of 1,496 days for a kidney transplant and black people an average of 1,389 days. In contrast, white people wait an average of 722 days.

The campaign - titled Can we count on you?' - urges Asian and black people to help tackle this ethnic minority donor gap by signing up to the NHS Organ Donor Register (ODR).

The number of Asian people joining the ODR has increased in recent years, but demand for donated organs is rising.

There are currently 1,403 Asian and black patients listed for a transplant, of whom 1,342 need a kidney and the remaining 61 are waiting for liver, lung, heart, pancreas or heart/lung transplants.

In addition, 1 in nearly 10 of all cornea transplants carried out in the UK help an Asian person regain their sight.

Asian people are more likely to need a cornea transplant because of keratoconus, a debilitating disease which usually affects both eyes, causing worsening vision distortion. Furthermore, an above average 6% of people on the liver transplant list are Asian.

This is because viral hepatitis - Hepatitis B & C - that can lead to live damage and liver failure is more prevalent in the Asian population.

The campaign also seeks to dispel some common myths that are known to affect donation rates, including people's assumption that there are religious objections.

Gurch Randhawa, an expert in transplantation and Professor of Public Health in Diversity at the University of Bedfordshire, and himself a Sikh, said: "The title of this campaign says it all. There are hundreds of Asian and black people on the transplant list who are literally counting on a donor to save their lives.

"The shortage of ethnic minority donors is a serious issue but it's a problem we can all do something about by discussing donation and joining the register."