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Corazón - Give Your Heart

基本信息
行业: 公益与非盈利组织
媒体:推广与活动
投放:美国
语言:英语
风格: Minimalism
说明cnen
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.
制作信息
品牌:
广告公司:
制作公司:
奖项
D&AD 2019
入围 直效
Direct Integrated Campaigns
The One Show 2019
银铅笔 整合营销
Integrated Campaigns / Online
The One Show 2019
铜铅笔 品牌娱乐
Innovation in Branded Entertainment
戛纳国际创意节 2018
大奖 健康类
Health Services & Facilities
戛纳国际创意节 2018
金奖 娱乐
Cinema & Theatrical: Fiction Film
戛纳国际创意节 2018
银奖 健康类
Health Services & Facilities
戛纳国际创意节 2018
银奖 可持续发展目标
People > Good Health and Well-being
戛纳国际创意节 2018
入围 娱乐
Online: Fiction
戛纳国际创意节 2018
入围 娱乐
Online: Fiction
戛纳国际创意节 2018
入围 娱乐
Innovation in Branded Content
戛纳国际创意节 2018
入围 健康类
Health Services & Facilities
戛纳国际创意节 2018
入围 钛狮
Titanium
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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