Using digital marketing to save lives

Check Your Heart graphic featuring Aimee Cruz saying "I'm here today because someone checked their heart."

Growing awareness one impression at a time

Gift of Life Michigan is working to educate and inspire action using data and by telling the stories of donors, their families and organ and tissue recipients whose lives are changed by their gifts.

Billboard of Sonya Cook, a Black woman, saying "Save a life like mine. Register as an organ donor."The state’s organ donation program is expanding its reach to meet more people where they are – which is on their devices using social media and other digital platforms. The average internet user spends roughly 400 minutes a day online, providing ample opportunity to connect them to the Check Your Heart campaign, which launched in 2022.

The premise is simple: Check for the heart on your driver’s license or state ID. If it’s there, you’re a registered organ, eye and tissue donor. If it’s not, check within yourself and consider adding your name to the Michigan Organ Donor Registry.

The multimedia campaign is designed to share data, information and stories to provide Michiganders with enough facts to help them make a decision. The campaign also encourages them to share their decision with their families.

Racha Kardahji sitting on a couch“Until no one dies waiting for a life-saving organ, we have to continue to find creative ways to get the message out to register,” said Racha Kardahji, director of marketing and communications at Gift of Life. “It’s crucial that we continue to educate and inform until we have no one left on the waiting list.”

It takes an average of seven times for a person to see a message for it to resonate and take action. Every Check Your Heart campaign impression – views of the message – is one step closer to helping someone with their decision.

Nearly 2,400 patients are waiting in Michigan for an organ transplant. One donor has the potential to save up to eight lives; tissue donors can heal as many as 125 patients.

Organ and tissue donors not only change life for their recipients, but also touch the lives of their families, friends, coworkers and communities.

“One person’s decision to help another changes life for everyone who knows the transplant recipients,” Racha said. “Registering to become a donor has that kind of life-altering reach.”

Please consider adding your name to the Donor Registry at golm.org/register or by visiting the Michigan Secretary of State’s website at Michigan.gov/sos.

For more facts, visit golm.org/faq

Read more in the LifeLINES newsletter

Read More Posts
broken piece of paper

Understanding Brain Death

The concept of brain death can be confusing and difficult to process for loved ones….

Read More
Lisa Haney

Transplant Throwback: Lisa Haney

Name: Lisa Haney  Age: 54  Home: Detroit  Transplant: Heart  Why did you need a transplant…

Read More
Photos of transplant recipients on a mural at Gift of Life Michigan

A message to the donation community

From President and CEO Dorrie Dils Regulations pull donation and transplantation in opposite directions, resulting…

Read More
Gift of Life staff holding their hands in the shape of hearts

Gift of Life’s employee giving hits a new high

Nearly one-third of Gift of Life’s 394 employees gave back financially to the organization last…

Read More
Gift of Life logo on its building

Gift of Life set records in 2024

Thank you to donors who healed lives and residents who registered on their tax forms …

Read More
His time as a nurse assistant at Mott helping pediatric heart patients is a full-circle experience for Tommy.

Tommy Schomaker survives and thrives helping sick kids like him

He graduated this spring with a nursing degree Tommy Schomaker entered the world in 2000…

Read More
Scroll to Top