Donate Life Maryland (DLMD) is a non-profit organization dedicated to saving and healing lives by registering organ, eye and tissue donors throughout the state of Maryland. Beginning in 2010, WHA sought to change the culture of donation in the state of Maryland and encouraged a state-wide call to action for residents to become designated donors through a number of creative public relations initiatives, including the acting Governor declaring April as "Donate Life Month" in Maryland, a “Who’s Your Hero” Facebook and advertising campaign; 30 stories (one for each day of Donate Life Month) to share with the media; Baltimore Orioles partnership; and Be Seen In Green partnership with local malls. WHA secured significant coverage for Donate Life Maryland in every major news outlet across all mediums; print, radio, television, and web.