Young & Laramore (Y&L) is out with a new pro bono project that encourages Indiana residents sign up for organ donations.
The "See The Heart" campaign is based in part on the statistic that 74% of Indiana adults are registered as organ donors, but are unsure about their status.
The campaign's creative is designed to thank the generosity of these citizens by sharing the story of Maggie Denari—wife of Y&L president Tom Denari—who underwent heart transplant surgery six months ago.
The campaign is designed to illustrate how one heart donation can change the lives of many people. It also urges donors to check their driver’s licenses to make sure their donor status is up to date and to set up auto-reminders for when licenses expire.
“Putting a face on a complex topic allowed us to tackle a difficult topic in a personal way," explains Carolyn Hadlock, executive creative director, Y&L. "Maggie’s story is compelling—she defies the stereotypical heart transplant candidate."
Campaign assets were made in house to help carry a "home-made" aesthetic, including a video and website, SeeTheHeart.org.