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 with their mobile phones. 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 on desktop and mobile, inspiring people everywhere to donate their hearts.

Corazón premiered during the 2018 Tribeca Film Festival to sold-out audiences. The film was made available online, inspiring people everywhere to give their hearts and invite friends to do the same. An integrated campaign asked people to watch the film and give their hearts by becoming organ donors using their mobile phones. After pressing their phones to their hearts, audiences were prompted to become organ donors by registering with Donate Life America on the spot. People could give their hearts at cinema screenings, Times Square billboards, or by simply visiting the film’s website. 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.

Within hours, all Tribeca Film Festival showings of Corazón sold out. The critical response has been extremely positive, celebrating the experience’s ability to rally audiences behind the cause of organ donation and giving a simple interactive solution. In the first week following the film premiere, 10 million people 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 donors with Donate Life America. Since 1 donor can save up to 8 lives, the campaign has potentially saved thousands of lives already. The impact of Corazón - Give Your Heart will only continue to grow.

More than just a film, Corazón - Give Your Heart is a complete effort to effect real change. After watching our film, audiences were prompted to become organ donors by using their mobile phones. The experience was built with web technology, which means people only have to go to a website to have this experience. By going directly to a URL, viewers paired their mobile devices with a screen in front of them, like a billboard, computer screen or digital display. We invited audiences to then press their phones to their hearts, measuring each heartbeat using the phone’s accelerometer. Heartbeats per minute were displayed on-screen, bringing our hero, Ana de Armas, to life on movie posters, at Tribeca Film Festival screenings, on Times Square billboards, and online. After users metaphorically gave their hearts, they were asked to literally give their hearts by registering as organ donors with Donate Life America.

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—a group typically immune to healthcare marketing—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: create a compelling piece of entertainment to connect a younger audience to the importance of organ donation, then make it easy for them to become part of the solution through our mobile-phone based interactive technology. After watching our film, audiences were prompted to become organ donors on the spot by using their mobile phones.