Rapid Films director Damien Toogood, Alt.vfx + Publicis NY’s ‘Josh’s List’ for UNOS a viral hit

With over 11million organic views on Facebook, Josh’s Story for the United Network for Organ Sharing (UNOS) is the latest viral hit in the US, and it was created and conceived here in Australia.

In the days since being launched, “Josh’s List” has reached 11 million views across Facebook, 71,000 likes and 198,000 shares to date. The project has generated hundreds of stories of real lives touched by organ donation in the 2,500+ comments. In addition to an online presence, the spot is playing across 1,600 TV stations in the U.S.

Says Andy Bird, chief creative officer for the New York flagship office of Publicis Worldwide, North America: “The thing that really struck me about this film was using the stories of real life donors and recipients as the inspiration. To me that’s what makes it so touching and so compelling – and I really hope that real emotional impact will be what drives folks to register as donors. Clearly it’s already working for likes and shares.”

VIEW THE SPOT

Says Mike Pressendo, director of communications, UNOS: “UNOS is thrilled with the viral results of our PSA campaign. The goal of ‘Josh’s List’ is to build awareness of and trust in the nation’s transplant system and to inspire people to support organ donation.”

The project started as a simple idea and a cold call to UNOS from Rapid Films director, cinematographer and writer Damien Toogood. Toogood, who also served as co-writer on the campaign, collaborated with Publicis New York, Canadian band Metric and Australian visual effects geniuses, Alt.vfx. The production also weaved in those personally touched by organ donation, including an extra who accepted a double lung transplant.

Says Toogood: “The saying in advertising is, ‘Well, it’s not like we are saving lives.’ I’m hoping that this spot is the exception.”

Director/ Cinematographer/ Writer: Damien Toogood, Rapid Films

Colour: Lenny Mastrandrea & Nice Shoes