Montefiore Health System: Digital

Credits & Description:

Brand MONTEFIORE
Entrant JOHN X HANNES USA
JOHN X HANNES USA Entrant Company
JOHN X HANNES USA Idea Creation
SERIAL PICTURES New York, USA Production
EXILE EDITORIAL New York, USA Production
ACTIVE THEORY Los Angeles, USA Production
BARKING OWL Los Angeles, USA Production
A52 Santa Monica, USA Production
Loreen Babcock Montefiore Client
Jeffery Short Montefiore Client
Hannes Ciatti JohnXHannes New York Idea Creation
John McKelvey JohnXHannes New York Idea Creation
Matt Bonin
 JohnXHannes New York Idea Creation
Pierre Janneau JohnXHannes New York Idea Creation
Dan Kroeger
 JohnXHannes New York Idea Creation
Luke Flynn
 JohnXHannes New York Idea Creation
Olivia Legere
 JohnXHannes New York Idea Creation
Jonathan Sadlowe
 JohnXHannes New York Idea Creation
Chris Martin
 JohnXHannes New York Idea Creation
John Hillcoat Serial Pictures
 Production
Violaine Etienne Serial Pictures Production
Jennifer Gee Serial Pictures
 Production
Ann Ruark Serial Pictures
 Production
Bradford Young
 Serial Pictures
 Production
Kelley Sane Serial Pictures
 Production
CL Weaver Exile Editorial Production
Michael Miller
 Exile Editorial Production
Conor O’Neill Exile Editorial Production
Rex Lowry Exile Editorial Production
Joe Gawler Harbor Picture Company Production
Atticus Ross Barking Owl Production
Leopold Ross Barking Owl Production
Claudia Sarne Barking Owl Production
Kelly Bayett Barking Owl Production
Ashley Benton Barking Owl Production
Patrick Murphy A52 Production
Andy McKenna A52 Production

Synopsis
115,000 Americans are currently waiting for a life-saving organ transplant. Although 98% support organ donation, only 1 in 5 New Yorkers is a donor. Considering these statistics, how do you get young people to register as organ donors? You make them feel something—then make it easy to become part of the solution. Deeply committed to social justice, Montefiore Hospital was founded in the Bronx, NY in 1884 on the belief that all human life is worth fighting for. Corazón - Give Your Heart seamlessly told the emotional story of one woman, while also showing what the brand stands for. By creating a moving piece of entertainment, we connected a younger audience to the importance of organ donation, then made it easy for them to become a donor through interactive technology. Viewers were prompted to become organ donors by pressing their phones to their hearts to register with Donate Life.
Strategy
115,000 Americans are currently waiting for an organ transplant. Although 98% support organ donation, only 1 in 5 New Yorkers is a donor. So how do you get young people to register as organ donors? You make them feel something—then make it easy to become part of the solution. Corazón - Give Your Heart aimed to emotionally connect with its audience through entertainment. After months of research with Montefiore Hospital, we discovered the true patient story of Elena Ramirez and developed a 48 minute cinematic film. By telling the compelling story of one woman, we seamlessly showed the audience the value of organ donation, and what Montefiore itself stands for. Corazón is more than just a film; it’s a complete effort to effect real change. An integrated campaign drove viewers to watch Corazón, and interactive mobile technology made it easy for viewers to give their hearts in just 15 seconds.
Outcome
Within hours, all Tribeca Film Festival showings of Corazón sold out. The critical response has been extremely positive, celebrating the film’s ability to rally audiences behind the cause of organ donation. In the campaigns first week, 10 million watched Corazón - Give Your Heart content. Over 1,000 New Yorkers per day watched Corazón the film. Hundreds of New Yorkers gave their hearts, registering as new with Donate Life America. Since 1 donor can save up to 8 lives, the campaign has potentially saved thousands of lives already.
In just one week since campaign launch
- Over 25 million people connected with Corazón - Give Your Heart in New York alone
- 10 million people watched Corazón - Give Your Heart content
- 10,000 New Yorkers saw Corazón the film
- Hundreds of hearts given so far, saving thousands of lives
* 1 organ donor can save up to 8 lives
Execution
To launch Corazón, we partnered with another New York icon, the Tribeca Film Festival. Corazón premiered during the 2018 Tribeca Film Festival to sold-out audiences. The April 20 premiere was followed by four additional public screenings on April 22 and April 27 to accommodate the thousands of people wanting to see Corazón. The film was then made available online, inspiring people everywhere to give their hearts and invite friends to do the same. An integrated campaign consisting of OOH, TVC, print, editorial, PR, radio, social, and cinema trailers drove people to connect with our message, watch the film and give their hearts via interactive mobile technology on the spot in just 15 seconds. In one week, millions connected with our campaign, and thousands watched the film in New York alone. We are currently negotiating placement on streaming platforms and airline in-flight systems to reach an even wider audience.
Campaign Description
Effecting real change is hard, especially when it comes to organ donation. Our approach with this campaign was twofold. One: create a feature film based on a compelling Montefiore organ donor patient story that would seamlessly tell the brand’s story while sparking 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. More than just a film tagline, Give Your Heart became a meaningful call to action. Theatergoers were prompted to become organ donors by pressing their phones to their hearts. Our interactive technology helped viewers register with Donate Life America in just 15 seconds. Corazón was then made available online, inspiring people everywhere to donate their hearts.
Brief With Projected Outcomes
Healthcare is one of America’s most hotly debated political topics. Quality healthcare remains out of reach for many, especially when it comes to organ donation. The universal healthcare legislation passed by the Obama administration is now threatened by a predominately Republican Congress under President Trump. The division and discrimination that defines American healthcare is the opposite of what Montefiore Hospital stands for. Headquartered in the Bronx, New York, Montefiore believes in social justice and the fact that everyone should have access to world-class healthcare. With Corazón - Give Your Heart, Montefiore aimed to shed light on the importance of organ donation, and inspire people to become part of the solution and help millions.