NEW YORK Mad Dogs & Englishmen has created a new print, out-of-home and radio campaign for the New York Organ Donor Network that breaks May 9 and urges more people to become organ donors.
The first ad shows five people, each standing behind a tombstone in a graveyard. One sentence spreads across the five stones: "Thanks to one guy from Brooklyn, these gravestones were never used."
The campaign is a mix of paid and donated media and will run on local New York radio and in surrounding counties.
In a statement, Mad Dogs executive creative director Deacon Webster said, "By talking to our client and the general public, we found that a lot of people had intentions to become organ donors but weren't taking action to register. Using the fact that one person can save up to eight lives as the key message of the campaign is something that we feel is very compelling and will motivate people to become donors."
An outdoor ad that ran in New York City earlier this year was recently chosen as a One Show finalist. It used the "I Love NY" logo, but replaced the heart with an asterisk. Smaller copy noted that the "heart" was "generously donated to save a life."
New York Organ Donor Network director of communications Julia Rivera said in a statement, "Enrollment in the New York State Organ and Tissue Donor Registry in the New York metropolitan area is much lower than the national average. We realized there was a need to put a human face on the issue and make it more real and urgent."
The New York agency's other clients include Atkins Nutritionals, CW-X Performance Conditioning Wear, Haribo Gummi Bears and Bordeaux wines.