The Squeeze, Vol. 23: Give a little bit.
Coincidence? I think not.

What’s going on?
April is observed as both National ‘Donate Life’ and ‘Minority Health’ Month– a fitting pair given the inequities in the American organ transplant system.
- Deceased Donation: giving an organ (or part of an organ), eye, or tissue at the time of death
- Living Donation: when a living person donates one of their kidneys or a part of their liver
- Vascularized Composite Allografts: transplantation of multiple structures (e.g., hand and face) that may include skin, bone, muscles, blood vessels, nerves, and connective tissues
- Pediatric Donation: transplantation in children, who often respond better to child-sized organs
- Deterrents for this life-saving deed include medical and psychological risks, along with the thousands of dollars in expenses and lost wages that donors may endure. To eliminate such financial barriers, Governor Kathy Hochul recently signed the ‘New York State Living Donor Support Act,’ to reimburse New Yorkers who want to donate a kidney or part of a liver to fellow New Yorkers.
- Still, transplant prospects must often advocate for themselves to find an organ donor. Many have used grassroots tactics like renting billboard space (some even in Times Square), but not everyone in need has the means to do so. That’s why Montefiore Einstein Hospital System partnered with agency, Alto, to create ‘Live and Let Live,’ a digital platform that allows patients to build personalized ads and market themselves to prospective donors beyond their own networks. The campaign launched in 2021 with this 2-minute film, which will give you all of the feels even if you’ve watched it before:
What's The Squeeze?
It’s time for systemic shake-up in organ transplantation and while legislature is moving in the right direction, there’s plenty more that we can do personally and professionally to help.
- Its intent was to bring equal access to world-class healthcare, helping transplant patients to market themselves versus the organization overtly marketing its services. After all, hospitals can’t perform the surgeries if there aren’t any organs to transplant.
- The approach removes typical preconceived notions about why patients want to live and allows them to tell their own stories.
- It proves that we as healthcare marketers can use creativity to become part of the solution. In its first year since launching, the hospital received 226 calls from interested living donors and three patients who were part of the campaign found life-saving organ matches.
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The Squeeze, Vol. 23: Give a little bit. Coincidence? I think not. What’s going on? April is observed as both National ‘Donate Life’ and ‘Minority

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