CASE STUDY:

Increasing Organ Donation Awareness In Texas

Client: Southwest Transplant Alliance

Industry: Healthcare

Services:

  • Media Relations

  • Influencer Relations

Southwest Transplant Alliance (STA) is a nonprofit organization that saves lives by fulfilling the gifts of organ and tissue donation across more than 89 Texas counties. Every April, the organ and tissue transplant community celebrates National Donate Life Month, a time dedicated to raising awareness about organ donation, honoring the lives of those impacted by donation and encouraging individuals to register their decision to be a donor.

For Donate Life Month 2021, STA and Three Box collaborated on a marketing communications campaign to amplify the impact of one person’s “YES” to donation. Just one donor can save up to eight lives through organ donation and improve the lives of 75 others through tissue donation. 

Read on to learn more about our strategies, tactics and results.

Before 2020, STA used in-person events to drive awareness during Donate Life Month. As the COVID-19 pandemic shifted outreach online, STA needed a fresh approach to connecting with audiences. Three Box worked with STA to identify and engage digital channels and influencers to share the impact of organ donation authentically and compellingly. 

Three Box anchored our integrated campaign with a strategic timeline outlining targeted media and local influencer partnerships, key messages, and thought leadership opportunities. In addition, we collaborated with STA on a campaign landing page, social media content and digital graphics to educate target audiences throughout the month. Three Box partner MRR & Associates delivered Spanish-language translations and multicultural media support to reach diverse audiences across Texas.

STA’s 2021 Donate Life Month campaign become one of its most successful brand efforts in recent history, with media coverage alone reaching 231 million people. Additional results include:

  • 6,500 unique page views on the campaign landing page.

  • 34 pieces of earned media coverage, including WFAA-TV, KDFW-TV, Hoy Dallas, KTSM-TV, KXXV-TV and national shares from Yahoo! News and MSN.

  • 33,800 impressions from influencer posts, including 188 comments expressing interest or support.

  • 1,600 actions taken from influencer partner posts.

  • 60 unique posts from news reporters, social influencers and hospital partners throughout Texas in support of Donate Life Month’s Blue and Green Day.

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