More about this ad on Y&R New York Launches a Campaign for the New York Organ Donor Network

Ranking 49th out of 50 states, New York is nearly worst-in-class in terms of organ donation. And so the New York Organ Donor Network has tapped Y&R New York and Oscar-winning director Laurent Witz to encourage residents of the Empire State to step up.

A campaign called “Long Live New York” launches today with an animated short by Mr. Witz as its centerpiece. In it, the heart of New York—the iconic clock at Grand Central Station—is about to give out and the city seems weakened, almost defeated. But New Yorkers pull together, donating bits of scrap and spare parts to help save the day, and the city’s “heart” is given a new lease on life.

The short ends with the tagline “Keep New York Alive” followed by a call to action: “Sign Up As An Organ Donor.” (Visit LongLiveNY.org if you’re interested in signing up yourself.)