| 1997 to Present |
Project Description:
Public Education Campaign on Organ Donation
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GOALS
- Create public education campaign on organ donation.
- Reach Hispanic market as well as general market with message.
- Demystify taboos surrounding organ donation.
- Secure corporate partner to fund campaign.
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STRATEGY
- Utilize Michael Jordan image and collateral material to convey message.
- Plan media campaign in California using television, radio and print.
- Reach Hispanic market through radio and health/community fairs.
- Target companies in health services, medical and pharmaceutical industries.
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RESULTS
 Aetna US Healthcare secured as exclusive partner.
Aetna US Healthcare secured as exclusive partner.
Face-to-face public opportunities at 11 health and community fairs
Enhanced Aetna's campaign of public education for their members, employees and employer groups.
Reached diversity market for Aetna in targeting Hispanic market.
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