NYS Organ Donor Registry

Pass Life On Campaign

Recognizing the strangers who become heroes through a simple, selfless act.

The New York State Organ Donor Registry came to us needing a campaign to boost its low registration numbers. Rather than focusing on the ease of the organ donation process or trying to guilt people into donating, this campaign started with a simple, positive truth: organ donation isn’t about what you have to do; it’s about the stranger whose life you’ll change forever. Using letters from organ recipients written to their donors, this campaign positioned organ donors as “The greatest person never known.”

90-second TV Spot

Print Campaign

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