Montefiore Einstein
Launching a
Montefiore Einstein came to REAL because they wanted to disrupt the narrative around organ donation. We were tasked with identifying the insights that would inform the strategic foundation of an innovative and creative campaign.
Disruption | Consumer Insights
Disruptive campaign
WITH
Confidence.
HIGHEST
INCReASE
Increase
1st QUARTER BRAND RECALL
In Screener forms
In Living Donors
What we did
Our team set up conversations between living donors and their recipients. By building trust, we were able to unearth two breakthrough insights that informed the creative direction of the campaign. This included an exploration of how those in need of a transplant could feel empowered to share their story and find living donors.
What we Found
First, patients often had to—and wanted to—advocate for themselves to find a donor. Second, it was crucial to share stories about living donors. The strategic insights we uncovered in collaboration with Montefiore Einstein’s creative agency resulted in the development of a digital platform designed to help patients tell and amplify their stories and it shifted the strategy to driving altruistic donors.
A word from Montefiore Einstein
“I tell people if you have a really big and important challenge that has to be addressed in a way that is going to be memorable and make a difference, REAL is the company to work with because they think big.”
- CMO, Montefiore Einstein
