BRIEF: Only 24% of New Yorkers are registered organ donors. The average in the U.S. is 45%. How can we show NY'ers how little that is?
INSIGHT: Numbers aren't easy to understand. Therefore, we wanted to find a way for people to visualize these numbers so they can easily interpret them.
IDEA: Visually portray this statistic through buildings, stadiums, and public transportation in NYC.
Organ Donor Metro Card
INSIGHT: NY'ers swipe their metro card everyday, but don't notice the sound it makes when they swipe.
Let's make this daily swiping routine a memorable moment.
IDEA: Change the 'beep' sound to a heartbeat. Every time someone swipes their metro card, a heartbeat will be heard. The heart will essentially keep beating every time someone swipes their metro card.