Multicultural Marketing Can Help Save Lives

August is Multicultural Awareness Month for our client, Midwest Transplant Network (MTN). While organ, eye, and tissue donations are an everyday need, MTN dedicates an entire month every year to educating multicultural communities about organ donation and registration.

This is an important messaging campaign given the fact that approximately 46% of people who received organ transplants in 2020 were from multicultural communities. Sixty percent of people currently on the U.S. transplant waiting list are also from multicultural communities. In addition, Black Americans make up one of the largest ethnic groups in need of organ transplants in the United States, yet only 39% have registered as donors. And one organ donor can save up to eight lives!

Rhycom was tapped to help encourage multicultural people to learn more about organ, eye, and tissue donation. We supported this campaign by recommending the use of highly targeted, trade area-specific tactics including large signs on RideKC buses and on gas pump toppers throughout the area. Creative work featured powerful, individual organ donor stories.

We are honored to work with an organization whose mission is to save lives by honoring the gift of organ and tissue donation with dignity and compassion. For more information or to register as an organ donor, please go to sharelifemidwest.com. Click here for more information on Midwest Transplant Network.