Corazón, Give Your Heart

Grand Prix

Tribeca x 2

Webby for Good

Ana de Armas awakens audiences to the importance of organ donation through the power of cinema.

Over 115,000 Americans are currently waiting for a lifesaving organ transplant. Less than half will ever receive one. Despite the fact that 98% of Americans support organ donation, only one in five is a registered donor.

Montefiore Einstein believes that all human life is worth fighting for.

Founded in New York in 1884, Montefiore Einstein Health System has one of the highest success rates for organ transplants in the country. The issue remains finding enough donors for patients on the growing organ-donor waiting list.

  • “Corazón, Give Your Heart” (OOH)
  • “Corazón, Give Your Heart” (OOH)
  • “Corazón, Give Your Heart” (OOH)
How do you get people to care and become organ donors?

“Corazón, Give Your Heart’s” approach was twofold: make people connect emotionally with the issue, then make it easy for them to become part of the solution.

“Corazón, Give Your Heart” (Case Study)

A 43-minute film about a prostitute wins the Cannes Lion Grand Prix.

— Fast Company
Based on a true and compelling Montefiore Einstein patient story.

Months of research uncovered the true, remarkable Montefiore Einstein patient story of Elena Ramirez, a sex worker from Santo Domingo whose heart is dying. With nothing left to lose and a family who needs her, Elena decides to leave the Dominican Republic and follow the only doctor—Montefiore Einstein’s Dr. Mario Garcia—who offers her hope, on a near-impossible journey to New York.

Corazón (Film Trailer)

I believe in the power of cinema to change people’s minds and touch people’s hearts.

— Academy Award nominee, Demián Bichir

With its moving story drawn from real life, Corazón sparked an emotional response in viewers while seamlessly demonstrating what Montefiore Einstein stands for. 

Corazón (Full 48-Minute Film)

Demián Bichir and Ana de Armas star in a moving medical drama.

— Vanity Fair
Hollywood's finest brought Elena's story to life.

Directed by Palme d'Or nominee John Hillcoat (The Road), Corazón featured Academy Award nominee Demián Bichir and Ana de Armas, star of Blade Runner 2049 and James Bond: No Time to Die.

  • Tribeca Film Festival Premiere
  • Tribeca Film Festival Premiere
  • Tribeca Film Festival Premiere
  • Tribeca Film Festival Premiere
Corazón made its global premiere at the Tribeca Film Festival.

The film connected with millions of young, empathetic moviegoers. All four premiere screenings sold out within hours. More showings were added to accommodate the thousands of people wanting to see Corazón. Then the film was made available online for an even wider audience.

“Give Your Heart” was more than a film tagline—it was a meaningful call to action.

Viewers leaving the film were prompted to press their phones to their hearts, bringing Elena to life on Corazón movie posters and Times Square billboards. After users metaphorically “gave their hearts,” they could register as organ donors with Donate Life America in just 15 seconds.

Hopefully, people will watch this film, connect with Elena’s story, and more of us will be inspired to take action and give our hearts.

— Ana de Armas
  • 25 million connected with campaign in NY
  • 16 million watched Corazón film content
  • 10,000 New Yorkers saw Corazón, the film
  • 5,000 new organ donors
Montefiore Einstein
  • Brand Strategy
  • Brand Book and Identity
  • Creative Platform
  • Tribeca Film Festival Campaign
  • 48-Minute Film Production
  • Digital and Print Production
  • Experiential and Event Production
  • Talent Management and Contracts
  • Communications Planning
  • Media Planning