Strategic Brand Platform
Sometimes the way to develop a powerful brand is to make the most of the one you already have.
Developed by the United Network for Organ Sharing in the late 1990s, the Donate Life brand was initially used in Coalition on Donation brochures as a concise call to action. In 2002, during his first year in the organ donation field, Bryan Stewart advocated for using the Donate Life logo as a master brand for national, state and regional community outreach programs.
In April 2003, the federal government observed National Donate Life Month for the first time. By 2004, adoption picked up speed when AOPO approved "A Donate Life Organization" as an endorsement brand, California initiated the first Donate Life-branded state donor registry, and the Donate Life Rose Parade Float paved the way for regional and grassroots campaigns nationwide. In subsequent years, Donate Life became ubiquitous as an umbrella brand for state donor registries, national observances, events and campaigns, as well as an ingredient brand for a number of organ procurement organizations.