Montefiore Einstein

I Want to Live

Would you donate an organ to a stranger? This extraordinary advertising and digital platform makes it hard to say no.

“I Want to Live” is a first-of-its-kind digital platform that creates custom social campaigns for patients seeking a living donor, to help them tell their story. Through a series of prompts, it enables all Montefiore Einstein patients to share their stories with potential donors in an impactful and emotional way. Now in its third year, our partnership continues to transform advertising into medical innovation, connecting those in need of a life-saving organ with donors via our “I Want to Live” digital platform.

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I Want to Live '25 - Case Study

THE CHALLENGE

Every day, 17 people die waiting for an organ transplant.

Left to their own devices, patients often go to great expense to find a living donor. There has been a gradual increase in what they call altruistic donors—people who donate with no connection to the patients. Montefiore Einstein asked us to help save the lives of the thousands of patients currently waiting for a kidney or liver—by connecting them with more living altruistic donors.

THE APPROACH

“I Want to Live” is more than an AI tool—it's a marketing innovation to help people live.

In 2025, we built the 2.0 version of the “I Want to Live” platform. It incorporates state-of-the-art Generative AI to interview patients and create content that elevates their stories and images into emotional and hyper-personalized campaigns to find donors. A custom LLM Al takes patients through prompts about who they are. They can upload photos or videos, and tailored Gemini AI generates images, footage and illustrations. The campaign assets are delivered ready to share for Instagram, Facebook and TikTok. Patients can even download assets to spread their story in the real world.

46M
Views on YouTube
1200
Donor forms submitted
4000
Inquiries about living organ donation

THE IMPACT

Results that can be truly lifesaving.

To date, the campaign has driven over 46M YouTube views, resulting in 1,200 donor forms and more than 4,000 inquiries about living organ donation. Together with the Montefiore transplantation team, Alto continues to host in-hospital workshops, introducing patients to the platform and getting them comfortable and excited about sharing their stories.

Client

Montefiore Einstein

Output

  • Design
  • Global Creative Platform
  • Production: Film, Digital and Photography

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