Organ donation nonprofit Organize is encouraging millennials to persuade their parents to become donors with a spot/music video humorously celebrating "mom and dad bods." According to Organize, only about 10% of people over 50 years of age ultimately donate their organs due to a misconception that they are no longer healthy enough to qualify as donors.
The film, by Mother New York, starts with a compere introducing the "mom and dad bod anthem" to an audience of milennials and their parents. We then see a selection of 45-60 year olds showing off their bodies in all sorts of ways, from dancing to hula hooping and cheerleading. It was directed by Partizan's Bo Mirosseni and will run on YouTube and on social media, where it will be promoted by celebrities including Kelly Osbourne and David Hasselhoff.
"We wanted to make mature people feel great about the beautiful life-saving power of their bodies because body positivity is one of the most important elements of this campaign," said Jose "Pepe" Funegra, creative director, Mother New York, in a statement.