Mid-America Transplant Services wanted to increase the number of organ and tissue donor registrations in the St.Louis area.
For years, MTS had told the sad side of the organ and tissue story (?Here?s a child who needs an organ transplant...?), using guilt to motivate people to register as a donor. It was time to tell the happy side of the organ donation story.
Using a relationship with St. Louis Cardinals shortstop David Eckstein ? whose two sisters, brother, and father are all alive today because of organ transplants ? a positive emotional connection was created, inspiring St. Louis to achieve a goal of 300,000 new organ and tissue registrations before the end of baseball season.