New branding energizes legacy campaign
For more than two decades, HRSA's Workplace Partnership for Life initiative asked employers across the country to help educate Americans about organ donation. It was a proven model — but after twenty years, it needed a spark.
After two decades of operation, the Workplace Partnership for Life initiative was known in the organ donation community. But the campaign timeline and participation structure no longer matched how workplaces operated after COVID. And the brand, unchanged for years, no longer stood out in a crowded landscape of federal health programs.
The question wasn’t whether to change. It was how to change without losing the trust and momentum that 20 years of consistent work had built.
Akoya listened first. We convened expert stakeholders, conducted interviews and polls, and audited existing communications to find where new messages and messengers could make a difference. What we heard shaped a new brand identity, campaign framework, and segmented communications plan.
The centerpiece was the brand: DoNation. Clean, energetic, and built to inspire action. The name carried a double meaning — a nod to “donation” and to doing something about it, together, as a nation. It gave the campaign an identity that felt contemporary and purposeful without abandoning the mission people already cared about.
The DoNation rebrand launched publicly in October 2022. Within a year, the results told a clear story: the campaign was revitalized.
3×
New partner enrollments over the previous campaign year
32%
Growth in Facebook Group membership in one year
24%
Increase in email open rates across all audiences
49%
E-bulletin open rate — well above the industry average
A rebrand only works if it reflects what the community needs. Akoya didn’t impose a new look and hope people would follow. We listened first, designed around real feedback, and delivered a brand system flexible enough to serve dozens of different stakeholders — from a national agency to a single workplace running a registration drive in their break room.
I can’t wait to see all of the great things DoNation will do in the coming months and years. You all do such a fantastic job, and it has been my delight learning and growing with you.
Akoya WPFL/DoNation Client
Work Samples
Consistent branding helped stakeholders easily remember DoNation.
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Multimedia Recruitment and Recognition
We produced a recognition video each year to celebrate campaign partners’ efforts and accomplishments.
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