Lifeline of Ohio, a non-profit organization focused on organ and tissue donation in the Midwest, sought Nativa’s expertise to effectively engage and inform the Hispanic market in central Ohio. In addition to building local relationships for media support, the organization aimed to promote awareness and drive participation through Spanish-language digital channels.
Nativa’s first task was to transcreate the slogan “Heroes On and Off the Field” into a Spanish version that would resonate emotionally with Hispanic soccer fans. The team conducted market research to promote exclusive merchandise giveaways while educating the Hispanic community on the importance of organ and tissue donation. Nativa also engaged directly with Latino soccer fans by participating in live Major League Soccer (MLS) events and promoting the cause through targeted paid advertising. These efforts were specifically aimed at engaging Columbus Crew fans and raising awareness in an authentic and culturally relevant way.
Nativa’s strategy resulted in a significant increase in the number of Spanish-speaking supporters and followers for Lifeline of Ohio on digital platforms. The campaign also led to a boost in donor signups and heightened awareness of organ and tissue donation among the Hispanic community in central Ohio. Additionally, Nativa facilitated a meaningful partnership with the Columbus Crew and player Bernardo Añor, a tissue recipient, further strengthening the campaign’s connection with the local soccer community.
Connecting Brands with Hard-to-Reach Audiences Through Data-Driven Insights & Culturally Relevant Content
