New York has one of the nation’s lowest rates of organ donors of any state—not because New Yorkers don’t care, but because they don’t own cars, which means fewer trips to the DMV where most people agree to become donors.
But there is something most New Yorkers do all the time: sign leases for apartments. That’s why advertising agency Y&R New York and real estate brokerage firm BOND New York have created a way for people to register as organ donors when they sign their leases.
The Lease on Life program rolls out this month to coincide with National Donate Life Month. In New York City, less than half of all residents drive cars, which is one reason New York State ranks 49th out of 50 states for registered organ donors. Only 27% of adult New Yorkers are currently registered, compared to 50% nationwide. This program gives New Yorkers a DMV-free way to register.
“Signing an apartment lease is a rite of passage into New York culture,” says Leslie Sims, Chief Creative Officer of Y&R North America, “what better way to use that opportunity than to also ask New Yorkers to sign something that can save a life.”
BOND New York has partnered with Donate Life America — the nation's largest organ donor association — for the program, which was conceived by Y&R.
BOND New York’s lease agreements now include a supplemental organ donor registration rider, giving people an easy, DMV-free way to register. They will partner with Donate Life America, the nation's largest organ donor association.
The Lease on Life campaign includes print ads in NYC real estate magazines, banner ads on apartment rental websites, social media content, and ads on city public transport tailored to each of the five boroughs. One ad for subway riders reads, "The only thing New Yorkers should have to wait for is the L Train.”
"BOND is excited to give New Yorkers another avenue to register for something that could save lives," says Noah Freedman, BOND New York's co-founder. "We live and work here. This is about pitching in and hopefully helping grant a better, longer life to a friend, a neighbor, or fellow New Yorker."
Business Affairs Manager: Adele Solomon
Chief Creative Officer: Leslie Sims
Content Director: Chandler Simms
Creative Agency: Y&R New York
Director of Integrated Production: Greg Lotus
Innovation Director: Catherine Patterson
Senior Art Director: Hans Schenck
Senior Copywriter: Anthony DiMichele
Senior Producer: Jill Toloza