This PSA Highlights Importance of Diverse Organ Donor Pools

In an inspiring multi-media campaign encouraging people to sign up as organ, eye, and tissue donors, SLMBR PRTY has partnered with Crosby Marketing Communications to create a new bi-lingual TV PSA. The centrepiece of the 'More Donors, More Hope' campaign, launched this April in celebration of Donate Life Month, emphasises organ donors' tremendous impact on families and communities while highlighting the importance of having a diverse pool of donors. This campaign was funded by a contract through the Health Resources & Services Administration (HRSA), which operates the nation’s organ transplant system, the Organ Procurement and Transplantation Network (OPTN).  

Filmed in both English and Spanish, the TV PSA, helmed by SLMBR PRTY director Victoria Rivera, follows the heart warming story of a little boy who learns that his sick mother needs a kidney transplant and steps up to encourage more people to sign up as organ donors. Rivera directed the 'More Donors, More Hope' actors in delivering powerful performances to elicit inspired action from the audience. Director Victoria Rivera brought this PSA to life, working closely with the Crosby team to ensure viewers would feel the impact of the PSA’s messaging.

Victoria says of shooting the PSA, “Casting for this project was especially meaningful because we were searching for Latino Spanish speakers (my native language) right here at home, in New York City. As we got further into production, we realised there were people from our cast who had actually been organ donors, which gave an added purpose and authenticity to the project. I’m thankful that Crosby and HRSA trusted me to direct this important PSA.”

HRSA’s 'More Donors, More Hope' campaign includes other materials available in English and Spanish, including print and out-of-home PSAs, social media ads, an animated video, and an infographic.