"Everyday Heroes" Campaign Expanded
In the last issue of The Ripple Effect, we introduced Donate Life Wisconsin’s new “I said Yes” campaign, a marketing effort placed in select DMVs that celebrates the everyday heroes who register as organ, tissue and eye donors.
The campaign, which features photos of everyday heroes, was recently expanded to reach a more ethnically diverse audience, many of whom have yet to register. The campaign includes print advertisements in select newspapers and magazines; and ads on billboards, busses and bus shelters. They are placed mainly in Milwaukee, Madison and Green Bay- where donation rates are good but potential for more registered donors is high.
“One of our goals was to create multi-ethnic messages that anyone could identify with,” says Kathy Schultz, marketing chair for Donate Life Wisconsin. “We want people to see these materials and think ‘I could be a hero,’ because that’s true. Anyone can be a hero, just by making the decision to register as an organ, tissue and eye donor.”