Iowa Donor Network

The non-profit Iowa Donor Network (IDN) — formerly known as Iowa Statewide Organ Procurement Organization (ISOPO) — is the state’s only organization serving as the initial, primary contact for all human organ, tissue and cornea donation. The agency strives to increase public awareness of the need for organ donations among potential donors. ISOPO needed a new name and logo, and retained H&A in 1998 to lead a branding process transforming the agency’s identify and introducing the new name and logo. IDN wanted to maximize the opportunity to generate statewide news coverage, spread important organ donation messages in conjunction with the announcement and enhance understanding, acceptance and participation in organ donation.

PR Action:

H&A’s artists confirmed the selection of the name, designed logo graphics depicted IDN’s role — saving lives by joining donors, healthcare professionals and recipients — and formulated and implemented a strategy to launch the new brand, including announcement events in Des Moines and Iowa City. We developed a media kit, recruited spokespersons and informed local media of the effort. H&A also placed statewide media coverage, including news stories in Iowa cities where major medical centers are located, and letters to the editor were placed in several of the state’s leading newspapers, drawing attention to the need for organ donors.

Results:

The new name and logo were well received by medical professionals, patients and the public. The events and resulting news coverage moved the needle of awareness and participation, and IDN reported increased calls from potential donors following the event.