Client: Southwest Transplant Alliance

INCREASING ORGAN DONATION AWARENESS IN TEXAS

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Every April, members of the organ and tissue donation and transplantation community celebrate Donate Life Month, a time dedicated to honoring people impacted by donation and encouraging others to register their decision to be a donor. Southwest Transplant Alliance (STA) collaborated with Three Box on a 2021 Donate Life Month campaign to reach 89 Texas counties with this life-changing message.

 

LISTEN

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 in an authentic and compelling way.

 

BUILD

Three Box anchored our integrated campaign with targeted media and local influencer partnerships, campaign key messages, thought leadership opportunities and a strategic timeline. 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 throughout Texas.

 

IMPACT

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

  • Nearly 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