Bringing Life to an Important Mission

Increasing Interest in Living Organ Donors

Donate Life Northwest is committed to saving lives and improving health through organ donation and transplant education and awareness. To increase the nonprofit’s visibility and efforts to encourage Oregonians to become organ donors, we created a PR strategy where Representative Tiffiny Mitchell shared the story of her decision to become a living organ donor.

A campaign strategy was designed to inspire living organ donation through sharing Representative Mitchell’s organ donation journey in real-time—both leading up to her donation date and immediately following. Local media was invited to Representative Mitchell’s office at the State Capitol for pre-surgery interviews, received real-time updates of her progress during surgery, and ended with in-person post-surgery interviews.