Death and Hate of Lines Are Used to Save Lives

622 Words3 Pages
According to the New York Donor Network, ten-thousand New Yorkers are on the organ transplant waiting lists and a new name is added ever two and a half hours, yet the percentage of New Yorkers registered as organ donors is less than half the national average (New York Donor Network) . Because of these grim numbers, the New York Donor Network launched a memorable ad campaign in August of 2013 called “Hate the Wait” to encourage organ donation registration among New Yorkers. One of these ads was placed on New York city subways (see fig. 1). The appeals to death and hatred of lines used in the ad are effective in conveying the urgent need for organ donations. Other familiar donation ads including New York Donor Network's past “Keep Life Going” ads often feature bright colors, smiling faces, and words of gratitude from individuals whose lives were saved from an organ transplant (see fig. 2). Instead of focusing on those who are saved, the “Hate the Wait” campaign draws attention to those who die waiting for an organ transplant due to lack of organ donors. When an apathetic viewer saw one of the old ads, their reaction could have been, “That's nice. Organ donation saves lives. Everybody knows that,” and perhaps not feel any urgent calling to become an organ donor themselves. However, by focusing on those who die on transplant waiting lists, the “Hate the Wait” ad conveys the urgent need for more donors which is a message lost among the smiling faces in other ads. This urgency can move viewers to immediately sign up to be a donor. Even if the past ads did make individuals seriously consider becoming a donor, because they lacked a sense of urgency viewers may not feel the need to sign up immediately and their intention to volunteer as a... ... middle of paper ... ...not for the chance to live. By deviating from the familiar focus on lives saved to lives lost and uniting all in a shared hatred of waiting in line, the “Hate the Wait” subway ad can move more New Yorkers to become organ donors. The ads can affect people who perhaps have not thought of becoming donors themselves and those who have considered it but have not felt the need to sign up. By using dead feet and people's hate of standing in line, the donation network can perhaps save more lives. Works Cited Fig. 1. New York Donor Network Hate the Wait Campaign on The Subway. Advertisement. New York Donor Network, Inc. 2012. Web. 7 February 2014. Fig. 2. New York Donor Network Keep Life Going Campaign. Advertisement. New York Donor Network, Inc. 2010. Web. 24 March 2014. Works Cited New York Donor Network. Organ Donation Statistics, 2012. Web. 5 February 2014.
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