Organ Donation with Randall Cobb
This program was created and produced by USA Today-Wisconsin with high-impact print and digital ads featuring Green Bay Packers player Randall Cobb, as spokesperson to encourage organ donor registration. The editorial team produced a series of stories about organ donation and transplants, from both the donor and recipient points of view.
These stories ran in conjunction with Organ Donation Awareness Month (April), with many of the stories experiencing tremendous online reader engagement. The campaign positioned the client as the preeminent provider for transplants across all ten USA Today-Wisconsin markets, extending their brand presence to a new audience outside of their physical footprint.