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
Guadalupe Alejos, who received a kidney transplant 50 years ago, standing in front of the Kidney Transplant Center sign

Transplant Throwback: Guadalupe Alejos 

Name: Guadalupe Alejos Age: 77 Home: Grand Rapids Transplant: Kidney at Trinity Health Kidney Transplant Center…

Read More
Heart transplant recipient Rachel Kuntzsch

Lansing heart recipient saves lives by telling her story of hope

Life was “exceedingly rich” for Rachel Kuntzsch when it nearly slipped into darkness forever. She…

Read More
Someone holding a pen signing their state income tax form

New law lets residents sign up through tax forms

Michigan residents who haven’t yet added their names to the Michigan Organ Donor Registry will…

Read More
Newborn baby wrapped in orange towel with headband

Baby Jade Townsend saves the life of another infant

Case results in protocol change with worldwide implications One of Gift of Life Michigan’s smallest…

Read More
Artelia Griggs, donor mother, receiving an award from Christine Peiter, Gift of Life employee and tissue graft recipient

Gift of Life’s gala generates thousands for critical programs

Popular signature event will grow in 2024 The annual Champions Gala honoring people and organizations…

Read More
Two teenage girls wearing "cornea glasses" that distort vision.

“All of Us” surges in popularity at schools across Michigan

There’s a buzz in the air when Gift of Life Michigan educators arrive at a…

Read More
Scroll to Top