Wolverines for Life

They Asked…

Each fall, our Transplant Center leads the effort to increase awareness about organ, blood, bone marrow and tissue donations through a collaborative organization called Wolverines for Life.  We wanted to raise awareness, leverage social media to create a grass-roots movement and help win annual life-saving donation challenges against Ohio State.

We Answered…

We developed a video as a way to inspire participation and provide an easily shared simple message: you can be someone’s hero. The video was part of an extensive multi-pronged communications plan for the effort that began in early October with a press release, distribution of our “Be a Hero” video and pitching success stories to the media.

The Results…

The video was posted to YouTube and shared widely throughout U-M campus channels, Facebook and Twitter feeds. The Ellen DeGeneres show posted the video to its Facebook page, receiving more than 6,000 likes and 484 shares. The video has been viewed on YouTube more than 21,570 times, making it among the health system’s highest viewed videos. We also used the video to encourage coverage from local media.

We won all three donation challenges against OSU, signing up more organ/tissue donors, collecting more pints of blood and getting more people on the Be the Match Registry for bone marrow.

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