The University of Pittsburgh Medical Center (UPMC), wanted to announce to donors, recipients and medical professionals how it’s world-renowned, life-saving living-donor liver transplant program saves lives.
So in this concept, we visually personified the long waitlist for the deceased donor liver transplant. After a little bit of the “scare-tactic”, we see the “liver donors” pulling the people out of the line to save their lives.
We launched a nationwide educational initiative, which included TV, digital (online ads and paid search), and print advertising, a robust web presence, and content on social media platforms.
Since launching a marketing campaign to raise awareness about living-donor liver transplants, UPMC has received more than 21,000 inquiries about the procedure, with dozens more phone calls coming in each day.
Voiceover Actor: Benedict Cumberbatch