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More than 60 people in Kent have died while waiting for an organ transplant in the past five years, according to official figures.
Families are being urged to talk about the issue as part of Organ Donation week, which gets underway off today.
Last year, transplants saved the lives of 120 people across the county, but NHS Blood and Transplant says more donors are needed.
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In Maidstone, 10 people have died while on the waiting list in the past five years, and seven received a transplant in 2017.
Since 2013, six people from Swale have also died while waiting for an organ, and 18 people received a transplant last year.
In both Canterbury and Thanet, "five or fewer" people have died while on the list since 2013, according to NHS figures.
More than 10 people in Canterbury received a transplant in 2017, but "five or fewer" people benefited from the lifesaving operation in Thanet.
Nationally, around three people a day die while in need of an organ, and just one donor can save or transform up to nine lives.
Anthony Clarkson, interim director of organ donation and transplantation for NHS Blood and Transplant, said: "It’s tragic that so many people from Kent have died waiting for a transplant.
"What is shocking is that many of those lives could have been saved, had more families agreed to donate organs.
"People are dying every day because some families are not talking about donation.
"We need more families in Kent to say yes to organ donation, so that more lives can be saved.
"Organ donation legislation will change to a deemed consent system in England and Scotland in future years, but the harsh fact is people are dying right now.
"Please, let your family know your decision and ask them if they want to be donors.
"Don’t leave your family guessing what you would have wanted to happen."
To join the NHS Organ Donation Register, call 03001 232323 or visit organdonation.nhs.uk