The Community Tissue Services wanted to reframe its position in the public mind. The issue of tissue donation was strongly correlated, understandably, with death. But tissue donation also leads to new life, to rebirth, and the organization wanted to communicate how a single tissue donor could save or extend the lives of up to 50 other people.
Wilson helped fiftylives.org develop a robust digital marketing strategy, combined with a new website and community portal to create a positive space for conversation around an uncomfortable subject. The repositioning strategy focused on the overwhelming positives of tissue donation by highlighting the heroes who gave and the lives they transformed.