About

Client
LiveOnNY

Year
2024

Strategy

Media Mix
OOH
Print
Digital
Guerilla

Challenge

New York Needs Organ Donors

Compared to other parts of the country, New York has a culture of saying “no” to organ donation. New York ranks as one of the worst states in organ donation, and there are roadblocks at every turn for LiveOnNY – the designated Organ Procurement Organization for lower New York.

Our Mission

LiveOnNY is a group that’s vital to the process of finding and delivering donated organs to the waitlists of individuals hoping for that lifesaving gift. This campaign aimed to start to change that culture, encouraging New Yorkers to say “yes” to transplant – both in registering to become a donor but also in the incredibly difficult moments at the bedside of a dying loved one.

OOH

PRINT

DIGITAL & GUERILLA

Details

The campaign reached New Yorkers with bold and memorable messages about the virtues of organ donation with a subway and transit campaign, premier out of home units, and digital box trucks with aptly themed messages about the “gift” of organ donation that ran in the busiest shopping areas during the busiest shopping weekends of the holidays. 

A Meta campaign effectively acheived its objective of increasing brand awareness by droving over 500K additional impressions across Facebook and Instagram. This extensive reach exceeded industry benchmarks for non-profit organizations and effectively drove traffic to the LiveOnNY website with a highly efficient cost-per-link click.

Campaign Results

70

increase in organ donors

5

increase in lifesaving referrals from donor hospitals

60

increase in Black, Hispanic, and Asian donors and recipients