LiveOnNY Asks Holiday Shoppers to Give the Gift of a Lifetime

Holiday shoppers in Manhattan are being met with different sort of pitch this year, one that asks them to open their hearts and minds, not their wallets.

DeVito/Verdi has a lot of experience working with healthcare concerns and pitching in to help cause-based organizations. In the agency’s latest campaign for LiveOnNY—the organ procurement organization for the NYC metro area—these concentrations intersect and the concept of holiday generosity is smartly reframed.

Today though Monday, mobile vans will circle Herald Square and loop around Madison and Fifth avenues in Midtown with messages to the gift-giving masses from LiveOnNY, the organ procurement organization for the NYC metro area.

The mobile vans first appeared on Black Friday. Now they’re back for three days leading up to Christmas Eve.

With one of the lowest donation rates in the country, New York City residents are being asked to help prolong the life of others. The campaign’s tagline, “Life. Pass it on.” is at once whimsical and serious.

According to OrganDonor.gov, there are 103,223 American men, women, and children currently on the national transplant waiting list. Every eight minutes another person is added to the list.