#LiveOnNY #organ donation #DeVito/Verdi

LiveOnNY Launches New Public Service Initiative

On March 26, 2026, LiveOnNY, the designated organ procurement organization for the New York metropolitan area, revealed its new public service campaign during the eagerly anticipated Opening Day of the New York Mets. This initiative aims to significantly increase organ donor registrations throughout New York in response to the persistent gap between the pressing need for organ transplants and the comparatively low rate of donor registrations in the state.

The campaign's emotionally engaging narrative is centered within a hospital, where heartfelt scenes unfold depicting patients awaiting life-saving organ transplants. Family members and loved ones capture the gravity of these situations through a moving rendition of Bonnie Tyler’s classic 1980s hit, "Holding Out for a Hero." This choice of song is not merely nostalgic; it serves to underscore the desperate plea of waiting patients, highlighting the urgency and importance of organ donation.

In the United States, more than 100,000 individuals are on the waiting list for organ transplants, with kidneys comprising over 80% of this figure. In the New York metropolitan area alone, roughly 8,000 people are hoping for a transplant, including nearly 7,000 who require a kidney. Every day that passes exacerbates this critical situation, emphasizing how each person who chooses to register as an organ donor can potentially save lives.

LiveOnNY, in partnership with the creative agency DeVito/Verdi, aims to shed light on this life-saving opportunity through its compelling campaign. The focus is on enhancing the public's understanding of the dire need for donors. By bringing awareness to the human connections involved in the organ donation journey—filled with hope and uncertainty—the campaign successfully illustrates the profound impact that organ donation can have on those desperately waiting for a second chance at life.

Ellis Verdi, President of DeVito/Verdi, emphasizes the significance of this initiative, remarking, "We've seen how vital LiveOnNY is to those awaiting a donation and the urgency of making this happen. This campaign will continue to make a life-saving difference for countless New Yorkers desperately waiting for a hero to step up."

Following the launch of this campaign, LiveOnNY will continue to expand its previous initiative, “Life. Pass It On,” which debuted in October 2024. This prior campaign received multiple accolades, including 10 ADDY Awards from the American Advertising Federation, and has since evolved to include additional messaging across various transit systems throughout the city, prompting thoughtful discussions about the importance of organ donation.

Starting April 13, new print advertisements will circulate throughout key commuter areas, including the Metro-North Railroad and Long Island Railroad. Later, on May 25, additional placements will begin to appear in New York City subways, all continuing through the end of the year. The print campaign aims not only to encourage individuals to sign up as organ donors but also to starkly highlight the urgent need for more registrants in New York.

One impactful message reads, "In a city of transplants, you'd think it would be easier to find one," accompanied by a powerful call to action: "Be an organ donor." Leonard Achan, President and CEO of LiveOnNY, emphasizes that, "Organ donation is not a passive concept—it is an action. This campaign is designed to convert awareness into registration, because registration is what saves lives. Every registered donor increases the likelihood that someone waiting will receive a transplant."

Since the launch of “Life. Pass It On,” LiveOnNY has celebrated a remarkable achievement with what turned out to be its highest two-month transplant volume in history. Between January and February of 2025, the organization successfully facilitated 299 organ transplants—a 44% increase compared to the same period the previous year. During this timeframe, the number of hospital referrals rose by 34%, indicating meaningful engagement and response from the community.

Registering as an organ donor takes less than one minute and can easily be completed via the New York State Donate Life Registry, or when individuals are obtaining or renewing their driver’s licenses at the Department of Motor Vehicles.

About LiveOnNY
LiveOnNY ensures that every opportunity for life-saving organ donation is utilized and that organs are recovered and allocated for transplantation. Serving a population of over 13 million across New York City's metro area, LiveOnNY collaborates with more than 100 hospitals to uphold organ donation protocols in line with federal and state regulations. Recognized as one of the country's leading organ procurement organizations, LiveOnNY has elevated organ donation rates by an impressive 85% over the past five years, including notable advancements in recovering and placing medically complex organs. To learn more or to register as an organ donor, visit LiveOnNY.org.

About DeVito/Verdi
DeVito/Verdi is a private creative agency celebrated for its exceptional contributions to the advertising industry. The agency has been recognized six times as