Pro bono

Campaign: Waiting in Line

Client: New York Organ Donor Network

WPP Company: Y&R New York

Every 15 hours a New Yorker dies waiting for an organ transplant. In 2012 Y&R developed a campaign for the New York Organ Donor Network to encourage the public to register as organ donors. The campaign generated 7.5 million impressions via radio, television, out-of-home and online advertising.


An overwhelming majority of New Yorkers support organ donation, yet just a small percentage are registered organ donors. We wanted a provocative campaign that would pull New Yorkers into the discussion, create urgency, and, ultimately, activate their positive organ donation sentiment. In the couple of months the campaign has been in market, we’ve received more unsolicited comments on the campaign than we received over a year with our previous campaign. I see that as an early sign of success, with much more to come."

James Pardes
Vice President
Marketing and Communications NYODN