Compared to other parts of the country, New York has a culture of saying “no” to organ donation. New York ranks as one of the worst states in organ donation, and there are roadblocks at every turn for LiveOnNY – the designated Organ Procurement Organization for lower New York, a group that’s vital to the process of finding and delivering donated organs to the waitlists of individuals hoping for that lifesaving gift. This campaign aimed to start to change that culture, encouraging New Yorkers to say “yes” to transplant – both in registering to become a donor but also in the incredibly difficult moments at the bedside of a dying loved one.