It kills New Yorkers to wait

It's true: New Yorkers hate to wait — be it for a bagel or a human organ. (Ew.) New York has the second worst waiting list for organ transplants. That's unacceptable. To combat the problem we created content that visualizes the wait line. We then positioned it where New Yorkers wait: on subway cars and platforms, near tunnel traffic. To amplify the message we organized flash mobs that formed Wait Lines — while nearby volunteers signed people up to become organ donors. Net result of all the work — we got to save lots of lives.