Midwest Transplant Network (MTN) has been connecting lives through organ donation since 1973. As the federally designated not-for-profit organ procurement organization (OPO) for Kansas and the western two-thirds of Missouri, Midwest Transplant Network provides services including organ procurement; surgical tissue and eye recovery; laboratory testing; and 24-hour rapid response for referrals from hospital partners. Midwest Transplant Network ranks in the top 10% in the country among OPOs, which reflects the organization’s quality, professionalism and excellence in partnerships throughout the region.
Rhycom was approached to conceptualize and create a print ad for a local business publication highlighting the many positive things MTN does everyday to save lives. The list of facts, figures and results was truly amazing, but it was also a lot of information. Our challenge was to create a message that people would stop and read and understand the life-saving impact MTN has on our region.
We decided to simplify. We wanted to honor the donors and donor families while still encouraging everyone to consider becoming an organ donor. Focusing on the fact that one person can truly change and impact so many other lives, we created a butterfly. Evolving and metamorphosing into something incredibly beautiful. And we didn’t stop there. We created the butterfly out of hundreds of real photos of donors, donor families and the employees of MTN who all make this life-saving work possible.