With more than 100,000 people waiting for lifesaving transplants in the U.S., increasing public commitment to organ donation is more urgent than ever.
THE CHALLENGE
As a federally designated organ procurement organization (OPO), Mid-America Transplant plays a critical role in facilitating organ, tissue and eye donations. While many families view donation as a powerful way to create a lasting legacy, confusion, misinformation and media coverage of isolated incidents at other OPOs have fueled public skepticism. Heightened legislative scrutiny and national debates over OPO oversight further complicate public trust.
THE SOLUTION
We have partnered with Mid-America Transplant for over a decade to craft a robust awareness strategy grounded in education and empathy. Through targeted media outreach, geo-focused advertising and events, we helped share powerful stories from donor families and recipients to humanize the cause and clarify the donation process. We also developed tailored messaging and materials for engagement with state and federal legislators, CMS and HRSA, solidifying Mid-America Transplant’s leadership role as a transparent, high-performing OPO advocating system-wide improvement.
THE IMPACT
Local media coverage of organ and tissue donation increased, with journalists proactively asking Mid-America Transplant to share patient stories and explain the donation process in greater depth. This has helped shape public perception and support multiple record-breaking years in donor numbers. Legislators, regulators and reporters have also recognized Mid-America Transplant for its high level of transparency and collaboration in driving improvements among OPOs.
