Case Study: 25% Growth In Donor Registry
Mid-South Transplant Foundation
The Mid-South Transplant Foundation knew they needed to find a way to increase organ donor registration. The organization came to us to help with a campaign that would include three public service announcements that would air on TV, radio and digital platforms.
Listen to the full Interview with Executive Director Kim Van Frank about Forever Ready’s work on telling the stories of three organ donor recipients for this campaign, which led to a 25% increase in registrations!
Midsouth Transplant Foundation Executive Director, Kim Van Frank, needed a video campaign to help raise awareness and increase organ and tissue donor registration in the Midsouth.
“You can share facts and stats with them but really when it comes to donation, there’s no better way to
educate than to hear from the individuals that have been directly impacted,” Van Frank said.
Forever Ready Productions produced three stories for Mid-South Transplant and the video commercial
campaign led to a 25% increase in registrations!
“The stories of hope that we produced with you guys, it does show the heart of the individuals and it’s
so evident of how much it impacted them, “ Van Frank said. “And that’s what you can’t tell in written
words. You need them to share from the heart and experience what they’ve been through.”
They intentionally targeted their campaign to specific audiences who they hoped would hear the message (including the Memphis Grizzlies game on TV).
“We are seeing a 25% increase in the number of organ donors. And that’s because when families are in the hospital and they are faced with the death of a loved one, I believe they’ve seen these videos. So it’s not a surprise to them when we are coming in and offering this opportunity,” Van Frank explained. “And I know we’re constantly getting feedback from the community saying ‘I’ve seen the video. I was very touched by the video. And, you know, it sparked me to have a conversation with my family and friends about it.’”
The PSAs
These are examples of the finished PSAs. All videos were produced in 15 second, 30 second, and 1 minute versions and formatted both horizontally and vertically to match the needs of various platforms.