Storytelling can do a lot. In this case, it might help save lives. In recognition of Donate Life Month, the National Kidney Foundation has partnered with Tessa Films and director Melissa Silverman to launch “LIVING DONOR!”, a new awareness campaign focused on the urgent need for living kidney donors.
The work takes an unexpected approach. Humor.
Rather than leaning solely into heavy messaging, the campaign uses a lighter, more human tone to break down a topic many people find overwhelming or confusing. The spots feature real living donors, grounding the work in authenticity while making the idea of donation feel more accessible and less intimidating. Watch below:
For Silverman, the project is deeply personal. After being diagnosed with kidney failure in 2021, she turned her creative focus toward raising awareness and helping others better understand the options available to them.
“It was staggering to me,” Silverman said. “So many people are sitting on the deceased donor waitlist. Their wait could be so much shorter if they knew how to look for a living donor and advocate for themselves.”
The need is significant. According to the National Kidney Foundation, chronic kidney disease affects an estimated 37 million adults in the U.S., with the majority unaware they have it. Meanwhile, patients continue to face long waits for transplants, with lives lost each day while on the list.
The campaign aims to shift that reality by encouraging more open conversations around kidney health and living donation, giving people both the information and confidence to take action.
Developed with writer Shawn Dempewolff and in collaboration with NKF’s leadership, the effort blends humor with purpose, using storytelling not just to inform, but to move people. “Living donation is one of the most powerful ways we can save lives,” said NKF CEO Kevin Longino. “We are grateful to Melissa for bringing creativity and clarity to such an urgent issue.”
Because sometimes the most effective message is not the loudest one.
It is the one thing people are willing to hear.
CREDITS:
BRAND: National Kidney Foundation
PRODUCTION COMPANY: Tessa Films
- Director: Melissa Silverman
- Executive Producer: Lisa Masseur
- Director of “Cafe” (Spanish Version): Matías Nilsson
- Producer: Alana Ficalora
- Writer: Shawn Dempewolff
- Adaptation and Translation Writer “Cafe” (Spanish Version): Daniel Gonzalez
- Director of Photography: Colin Arndt
EDIT: Cosmo Street
- Editor: Hugo Jordan
- Assistant Editor: Alexandra Jimenez
- Producer: Dianne Rodriguez
- Head of Production: Kacie Gomez
- Executive Producer: Marie Mangahas
- Managing Partner: Yvette Cobarrubias
MOTION DESIGN, COLOR, AND FINISH: Alter Ego
- Head of Motion Design: Rob Fisher
- Colorist: Bree Brackett
- Senior Producer: Andrew Tavares
- Executive Producer: Pravina Sippy
AUDIO POST: Lime Studios
- Audio Mix: Kris Huayta
- Executive Producer: Susie Boyajan
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