Advertising agency Y&R New York and real estate brokerage firm BOND New York are asking New Yorkers to sign a lease and save a life.
“When you sign a lease, it’s a new beginning. We are excited to work with BOND New York to create a way to give many a new beginning by saving lives,” Leslie Sims, Chief Creative Officer, North America told DIVERGE.
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.
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,” Sims added, “what better way to use that opportunity than to also ask New Yorkers to sign something that can save a life.”
BOND New York’s lease agreements, in partnership with Donate Life America, the nation’s largest organ donor association, will now include a supplemental organ donor registration rider, giving people an easy, DMV-free way to register.
The only thing New Yorkers should have to wait for is the L Train,” reads an ad on the subway. 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.
“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, in a statement. “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.”
CREDITS
BOND New York
Founder/CEO: Noah Freedman
Director of Operations: Brian Stern
Director of Marketing: Bree Perlman
Y&R
Chief Creative Officer: Leslie Sims
Senior Art Director: Hans Schenck
Senior Copywriter: Anthony DiMichele
Exec Director of Integrated Production: Greg Lotus
Director of Innovation: Catherine Patterson
Sr. Integrated Producer: Jill Toloza
Content Creator: Chandler Simms
Business Affairs Manager: Adele Solomon
