Donate Life Wisconsin
Organ Donation Awareness Campaign
When people really give their all.
Donate Life Wisconsin set out to expand donor participation across all cultural communities, recognizing that the best chance for successful transplants and transfusions often depends on ethnically similar matches. CMRignite partnered with the organization to create a campaign that spoke to both the science and the heart behind organ, eye, and
tissue donation.
Grounded in research and cultural insight, we developed the “So Much Good in You” campaign, a message with dual meaning that highlighted both the life-saving potential within each person and the life-changing choice to donate. Multicultural messaging and inclusive imagery reflected everyday people across diverse communities, while a storytelling-driven website shared powerful, real experiences from donors and recipients.
The results spoke for themselves. Broad reach. Strong engagement. In the first year alone, the multilingual campaign delivered more than 10 million impressions across posters, flyers, mobile ads, banners, social media, and radio. Click-through rates reached 0.28%, more than twice the industry benchmark, proving that when messaging is authentic and inclusive, the impact continues to grow.
