CASE STUDY:

Engaging Communities of Color to Save Lives

Client: Southwest Transplant Alliance

Industry: Healthcare

Services:

  • Media Relations

  • Content Development

  • Social Media

Recognition:

  • PRGN Best Practice Award, Integrated Campaigns

In August 2020, Dallas-based Southwest Transplant Alliance (STA) was set to participate in National Multicultural Donor Awareness Month to increase education and encourage action among Black and Latinx people on organ and tissue registration and donation. 

Three Box collaborated with STA to create and launch a parallel campaign called “Empowered to Give/El Poder Es Tuyo” to authentically engage with Black and Latinx audiences across Texas.

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

National research supports that Black and Latinx people have a higher need for organ and tissue donation, though they represent a smaller proportion of organ donation registrations. Additionally, communities of color are vulnerable to a variety of health conditions that put them at a greater need for transplantation. Research also indicates:

  • 67% of people waiting for an organ transplant in Texas are Black or Latinx

  • Kidney failure is 5 times more common among Black people than their white counterparts

  • Latinx people are twice as likely to have diabetes than white individuals

  • Black and Latinx people are more likely to have heard myths about organ donation

Equipped with compelling research, Three Box and STA collaborated to roll out the integrated “Empowered to Give/El Poder Es Tuyo” campaign throughout the month of August. Program elements included:

  • A visual identity that resonated with multicultural audiences

  • Bilingual educational materials that highlight statistics, cultural considerations and common myths about organ and tissue donation

  • Media outreach to multicultural publications in Dallas/Fort Worth, STA’s home market

  • Social media content featuring real donor and recipient stories, told in English and Spanish

  • Paid advertising through radio, TV and digital channels

STA’s inclusive approach to education and awareness resonated with communities of color and encouraged the brand to commit to long-term engagement tactics. Campaign results included:

  • More than 1.5 million impressions throughout the campaign’s span

  • Increased social media metrics (compared to July 2020)

    • 41% uptick in links clicked across all social platforms

    • 39% increase in Facebook engagement and 300% increase in video views

    • 90% increase in likes and 53% increase in views on LinkedIn

  • Coverage by Spanish-language media, including Hoy Dallas and El Comunicador de Dallas

  • Strong engagement from members of the Black and Latinx communities in STA’s service area, including direct quotes from individuals on why they support organ and tissue donation

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