Montefiore Health System: Digital

Credits & Description:

Client: Montefiore Health System
Client: Vice President, Chief Marketing Officer: Loreen Babcock
Client: Jeffrey Short, Vice President, Chief of Staff
Agency: JohnXHannes New York
Executive Creative Director / Founder: John McKelvey
Executive Creative Director / Founder: Hannes Ciatti
Head of Production: Matt Bonin
Creative Directors: Pierre Janneau, Dan Kroeger
Story Producer: Chris Martin
Director of Art and Design: Luke Flynn
Executive Producer, Digital: Paul Aaron
Head of Client Services: Olivia Legere
Senior Integrated Producer: Bernadette Spear
Senior Art Producer: Julia Menassa Panev
Senior Print Producer: Kristen Althoff
Senior Project Manager: Jess Mackta
Senior Strategist: Jonathan Sadlowe
Production
Production Co.: Serial Pictures
Director: John Hillcoat
Screenwriter: Kelley Sane
Executive Producer: Violaine Etienne
Head of Production: Jennifer Gee
Line Producer: Ann Ruark
Director of Photography: Bradford Young
Editorial
Editorial Company: Exile Editorial
Executive Producer: CL Weaver
Senior Producer: Michael Miller
Post Production Supervisor: Eileen Miraglia
Editor: Conor O’Neill
Trailer Editor / Asst. Editor: Rex Lowry
Additional Asst. Editor: Jess Baclesse
Post Production
Facility: Harbor Picture Company
Supervising Colorist: Joe Gawler
Senior DI Producer: Peter Boychuk
Conform Artists: Christian Farfán, Alec Perez
Digital Company: Active Theory
Nick Mountford : Head of Digital Production
Rafael Dante : Interactive Design
Terkel Gjervig : 3D Graphics & Interactive Development
Alex Bergin : Front-end Development
Eddie Benson : Digital Strategy
Thiébault Delaporte : After Effects
Giuseppe Rodriguez : Backend Development
Mike Chang : Tech Direction
Andy Thelander : Creative Direction
Michael Modena : Interactive Direction
Other digital assets: Hook
Music, Sound Design + Mix
Company: Barking Owl
Composers: Atticus Ross, Leopold Ross
Executive Producer: Kelly Bayett
Post Audio Producer: Ashley Benton
Music Supervisor: Liza Richardson
Executive Producer: Suzanne Hollingshead
Additional Song Licensing:
Company: Walker
Music Supervisor: Sara Matarazzo, Jacob Piontek
Visual Effects
Company: A52
VFX Supervisors: Patrick Murphy, Andy McKenna
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. Montefiore Hospital, founded in New York in 1884 on the belief that all human life is worth fighting for, saw an opportunity: move people to action through the power of film. By creating a compelling piece of entertainment, we connected a younger audience to the importance of organ donation, then made it easy for them to become part of the solution through interactive mobile technology.
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.
Relevancy
115,000 Americans are currently waiting for an 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 donors? You make them feel something—then make it easy to become part of the solution. By creating a moving 48-minute film and integrated campaign surrounding it, we connected with an audience typically immune to healthcare marketing and the importance of organ donation. Viewers were then prompted to give their hearts and become donors on the spot by pressing their phones to their hearts.
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 patient story that would seamlessly tell the brand’s story while sparking an emotional response in viewers for organ donation. 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 mobile 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.
Audience
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.