Los Angeles, CA, April 3, 2024 — 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 centerpiece of the “More Donors, More Hope” campaign, launched this April in celebration of Donate Life Month, emphasizes 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 heartwarming 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.
Rivera 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 realized 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.
Credits:
Agency: Crosby Marketing Communications
EVP Executive Creative Director: Rob Schnapp
EVP Executive Producer/Editor: David Butler
Creative Director: Elise Kolaja
Art Director: Matt Kaler
Copywriter: Alison Klein
EVP Strategy: Anna Zawislanski
EVP Director of Operations: Amy Hitt
VP Integration Manager: Madeline Beck
Hispanic Audience Expert: Ana Saraí Peña
Production: SLMBR PRTY
Executive Producer/Partner: Sarah Donnenberg
Head of Production/Partner: Kirstin VanSkiver
Director: Victoria Rivera
Line Producer: Kieran Altmann
Assistant Director: Alejandro Ramia
Director of Photography: Soren Nielsen
Production Designer: Juliana Barreto Barreto
