Cannes Lions

News of Hope

OGILVY BRASIL, Sao Paulo / LIVEONNY / 2017

Awards:

2 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

When you are waiting for a transplant and an Organ becomes available is the best news you could receive. We decided to highlight how important it is to be able to deliver these news by inviting people that were used to deliver the worst news in the world, the news that someone in your family had died. To do that we invited retired Casualty Notification Officers from the U.S Army to do one last round of notifications. During a week in NYC they informed patients in person, that their wait for an organ donation was finally over. This story shows that a death doesn't have to be an end. It can become the News Of Hope to someone else.

Execution

Former CNO's were brought to NYC. The delivery of the News of Hope was coordinated by us with the support of three transplant centers - Mount Sinai, Northwell Health and Sunny Downstate – and the LiveOn NY organization. The officers stayed in the lower east side of Manhattan, in a point of easy access to the city and the other boroughs. As soon as an organ became available, the transplant centers gave the production team the address of the future recipient, or the hospital where they were being treated. And instead of receiving the traditional phone call, the patients were notified by the officers, in person. There are around 10 transplants from deceased donors in the NY Metro area per week, we were able to personally deliver notifications to 6 of these cases.

Outcome

The main results for the video are emotional, as the CNO's were truly impacted by it. The video it generated is gathering a lot of online and PR attention. Is too early to determine an increase in the number of total donors, but the website traffic for LiveON has already increased around 20%.

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News of Hope

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News of Hope

2018, LIVEONNY

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