115,000 Americans are currently waiting for a life-saving organ transplant. Less than half will ever get one. Although 98% support organ donation, only 1 in 5 New Yorkers is a donor.
So how do you get young people to register?
You make them feel something — then make it easy to become part of the solution.
CAMPAIGN CASE STUDY
Montefiore Hospital, founded in New York in 1884, believes all human life is worth fighting for.
Our approach with the Corazón - Give Your Heart campaign was twofold. One: create a feature film based on a true, compelling Montefiore patient story that would seamlessly tell the brand’s story and spark an emotional response in viewers. Two: having been moved by a feeling of empathy for Corazón’s main character, provide viewers a simple, engaging tool enabling them to register as organ donors on the spot.
1 / CORAZÓN THE FILM
The men who pay Elena Ramirez for her body don’t know she’s dying. With nothing left to lose and a family that needs her to live, she decides to leave Santo Domingo and follow a doctor on a near-impossible journey to New York.
Directed by John Hillcoat and featuring Academy Award nominee Demian Bichir and star of Blade Runner 2049, Ana de Armas, Corazón, Give Your Heart is a 48-minute cinematic film based on a true patient story from Montefiore Hospital.
FILM TRAILER
Ana de Armas, star of Blade Runner 2049, with her millions of followers, connected a new, younger audience to the cause.
“I BELIEVE IN THE POWER OF CINEMA TO CHANGE PEOPLE’S MINDS AND TO TOUCH PEOPLE’S HEARTS.”
Academy Award Nomine, Demian Bichir
After months of research with Montefiore, we discovered the true story of Elena Ramirez and developed the screenplay with writer Kelley Sane and director John Hillcoat.
Just one week after its premiere, 16 million people watched Corazón - Give Your Heart content, and 10,000 New Yorkers saw Corazón the film in New York alone. Critics have praised Corazón for its ability to awaken audiences to the importance of organ donation through the power of entertainment.
CORAZÓN THE FILM
TRIBECA FILM FESTIVAL 2018
To launch Corazón, a 48-minute film based on a true patient story, we partnered with another New York icon, the Tribeca Film Festival, founded to unite people through cinema. All four premiere screenings sold out within hours. More showings were added to accommodate the thousands of people wanting to see Corazón.
INTERACTIVE EXPERIENCE IN NEW YORK’S TIMES SQUARE
2 / GIVE YOUR HEART
Give Your Heart was more than a film tagline. It was a meaningful call to action.
Audiences leaving theaters were prompted to become organ donors by pressing their phones to their hearts, bringing Ana to life in Corazón movie posters and Times Square billboards. Our interactive technology helped viewers register with Donate Life America in just 15 seconds.
GIVE YOUR HEART TECHNOLOGY
The Give Your Heart experience was built using web technology, allowing people to have this experience by simply going to a website. By visiting a URL, viewers paired their mobile devices with a screen in front of them, like a billboard, computer screen, or digital display. Audiences were then invited to press their phones to their hearts. This allowed the phone’s accelerometer—sensitive enough to detect tiny changes in a heartbeat—to measure the users’ heartbeats per minute, which were then displayed on-screen. After users metaphorically gave their hearts, they were asked to literally give their hearts by registering as organ donors with Donate Life America.
WEBSITE
Corazón was then made available online, inspiring people everywhere to give their hearts and invite friends to do the same.
INTEGRATED CAMPAIGN
An integrated campaign drove people to see the Corazón the film and asked them to
Give Your Heart.
“HOPEFULLY PEOPLE WILL WATCH THIS FILM, CONNECT WITH ELENA’S STORY, AND MORE OF US WILL BE INSPIRED TO TAKE ACTION AND GIVE OUR HEARTS.”
Ana de Armas
RESULTS
JUST ONE WEEK INTO CAMPAIGN LAUNCH
OVER 25 MILLION
PEOPLE CONNECTED WITH THE CAMPAIGN IN NEW YORK
16 MILLION
WATCHED CORAZÓN FILM CONTENT
10,000 NEW YORKERS
SAW CORAZÓN THE FILM
THOUSANDS OF LIVES SAVED
BY HUNDREDS OF NEW DONORS
(*1 ORGAN DONOR CAN SAVE UP TO 8 LIVES)
