LiveOnNY: Long Live New York

This case study shows how LiveOnNY, a nonprofit New York organisation for organ, eye and tissue donation, increased brand awareness and participation using a short animated video.

LiveOnNY: Long Live New York

Agency: Y&R NY

Objectives

LiveOnNY is a federally funded, nonprofit organ procurement organization dedicated to saving lives, providing comfort and strengthening legacies through organ, eye and tissue donation in the downstate New York Designated Service Area (DSA).

New York State was last in the country (50th out of 50 states) in percentage of residents registered as donors (Source: Donate Life America Annual Report, 2014. See footnote and Appendix A)1. The lack of enrolled donors contributes to a troubling reality: every 16 hours a New Yorker dies waiting for a lifesaving organ transplant (Source:...

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