The waiting lists for a vital organ transplant from deceased donors are extremely long—approximately 80,000 people are in need of a kidney and 20,000 are searching for a liver. Many don’t have that much time to wait. That’s why Alto and Montefiore Einstein Hospital System in the Bronx are teaming up to launch “Live and Let Live,” a platform to create custom video campaigns to help patients find living organ donors more quickly.

Nationwide, only 20% of patients in need of a kidney or liver transplant will find a living donor and many don’t have the financial means to commission billboards or purchase ad space. “Live and Let Live” harnesses the power of the AI technology from Imposium (which was previously used in the viral, immersive horror experience “Take This Lollipop”) to generate free, personalized content for film, social, print and out-of-home advertising.

The campaign’s lead film is directed by Oscar nominee Derek Cianfrance and scored by Ludovico Einaudi. While it's not an actual custom ad, it mirrors what the "Live and Let Live" system can produce for patients: an emotional montage of text, AI-generated imagery and personal photos and videos. 

“This has been the most profound project I’ve ever worked on, because at the end of the day we’re asking people to consider donating an organ while living. But the result for recipients is the chance at a future that, as of today, is in question,” said Tara Fray, Alto’s managing partner and head of strategy, in a statement. “To do it by leveraging tools typically only available to Hollywood is pretty incredible. It once again proves that creativity can help solve many types of problems. In this case, we’re attacking a massive one—a national organ shortage crisis—that could change the lives of many.”

Patients need only answer a short quiz and upload photos and videos to have a personalized video generated in minutes. Carla Bryant, a sixty year-old New Yorker in need of a kidney transplant, says in her video that she wants to visit Africa, learn to swim and ride in a hot air balloon. People call her Miss B. “I want to live for my grandchildren, they love me. And my pet, Buster,” she says in her video.

Videos link to the “Live and Let Live” site, where eligible donors can apply or where those looking for a living donor can make videos of their own.

The campaign debuted at the Tribeca Film Festival and is also running on social media, print and in a custom mural in New York City.