In years past, Mid-America Transplant Services’s (MTS) annual reports focused on transplant recipients. These were heartwarming stories, but in 2014, the organization’s leadership wanted to focus on the operational innovations that help make lifesaving organ and tissue transplants a reality.
MTS envisioned a clinical piece that would speak not only to registered donors and donor families, but also directly to MTS’s partners in the medical community. The organization’s marketing department aspired to produce an evergreen piece that would break the traditional annual report mold, trading PDFs and bare bones statistics for interactive storytelling including video, photography, statistics, infographics, and staff and partner insights.
At the core of this project was a basic communication challenge. To the general public and even medical partners, the bulk of the organ and tissue donation process — what goes on within the four walls of MTS — is completely unfamiliar. The annual report presented the opportunity to shine much-needed light on this important work.
With that in mind, we developed the concept for an interactive infographic that would introduce MTS’s work. We envisioned an interactive timeline that would clearly describe the entire process that makes organ and tissue donation possible.
We also planned to quantify the impact of these innovations using one traditional annual report-style page. This piece would condense and illustrate the mass of data collected by MTS over the past 12 months.
This initial content outline — an interactive introduction, three story pages, and a data page — evolved into a final sitemap for the annual report microsite.
TOKY designed MTS’s Lifesaving Innovations (http://annualreport2014.mts-stl.org/) a fully responsive annual report microsite that uses scannable content, video, and an interactive infographic to showcase the state-of-the-art processes that help this organization save lives through organ and tissue donation.
One of the central features of the site is an interactive infographic that explains MTS’s complex work from start to finish. This timeline illustrates the full process of organ and tissue donation, from donor registration to donor referral, lab work, organ and tissue recovery, and finally transplant. Each step includes both an image and a brief text explanation of all the complex bits and pieces that make donation and transplants a reality.
For visitors who want to learn more about the specifics of MTS’s work, we created three innovation stories: Onsite Organ Recovery Center, Medical Examiner Referral Program, and DMV Operation. TOKY wrote, designed, and developed these stories using client-supplied assets and interviews of MTS’s leadership. Because the stories were intended for both medical partners and the general community (including registered donors, donor families, and volunteers), it was important to strike a careful balance between technical and nontechnical explanations of the data and processes. Each story includes charts and graphs, staff and partner quotes, and video and images photographed by TOKY.
The “By the Numbers” page satisfies the needs of left-brained audiences by listing the quantified results of MTS’s 2014 innovations, from the increase in registered donors to the number of organs transplanted.
Tammy McLane, Director of Corporate Communications at MTS, described the annual report as an ongoing success. "Lifesaving Innovations was designed to extend the life of the piece beyond a year. The TOKY team found creative ways to bring our story to life. Designed in a way that enables us to utilize sections to target specific stakeholders, Lifesaving Innovations is a digital tool that our staff is incorporating into presentations to support their organizational communications and our mission. The greatest value is in the sustainability of the piece."