Paper Organs

Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center / LEO BURNETT TAIPEI + Leo Burnett Taiwan / Taipei + FISH FILM PRODUCTIONS / Taipei
CREARCHIVE Score
131
Taiwan Organ Sharing Registry and Patient Autonomy Promotion CenterPaper Organs2024
Case Film
BrandTaiwan Organ Sharing Registry and Patient Autonomy Promotion Center
AgencyLEO BURNETT TAIPEI + Leo Burnett Taiwan / Taipei + FISH FILM PRODUCTIONS / Taipei
Award ShowCannes Lions
CategoryINTEGRATED
Year2024
CountryTaiwan
Description

About the Work In traditional Chinese culture, there is a belief that individuals who undergo organ donation may be unable to ascend to heaven. "Body must be intact", this traditional perspective has become the major obstacle to promoting organ donation in Taiwan. Paper Organs is an innovative product, following a common funeral custom in Taiwan - "Joss Paper Burning". People believe that creating paper money, houses, clothes, and other paper-made items, then burning them in temples during rituals, allows these items to be sent to the deceased. These paper-made organs will be sent to the donor in the afterlife, allow donors to adhere to the cultural practice of "body must be intact". Collaborating with 11 hospitals, Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center has officially integrated Paper Organs into existing Organ Donation Promotion Program. Paper Organs breaks the taboo in organ donation, enabling more confident public participation in signing organ donation consent forms. Results: • The annual signing rate increased by 28%, the highest in the past 5 years, over 3,400 forms collected during the exhibition. • 332 sets of paper organs were distributed within 6 months • Positive discussions about "organ donation" on social media increased by 411% (Source: OPView, 2023/01-2023/12, Taiwan)

Awards
  • • Cannes Lions — General — Gold
  • • The One Show — Products for Good — Gold Pencil
  • • LIA — Design - Public Service/Charity/NGO — Bronze
Credits
cityTaipei
AgencyLeo Burnett Taiwan / Taipei
ArtistTaylor Chen
entrantLeo Burnett Taiwan
DirectorAndrea Wang
ProducerRita Liu
Art DirectorEric LinKumi Ku
Post ProducerSandy Wu
Research FellowKuan-Ya Fang
Senior ProducerPochiang Chung
Account ExecutiveDorothy Li
Creative DirectorHao TsengYuan Chuang
Executive ProducerJake Tsai
Production CompanyFISH FILM PRODUCTIONS / Taipei
Production directorEvans KaoUly Yu
Senior Art DirectorYao Song
Chief Creative OfficerKevin Yang
Senior Account ManagerEmma Tsao
Business Vice PresidentChinChin Chiang
Chief Executive OfficerIrene Chang
Senior Account ExecutiveJane Chang
Associate Creative Strategy DirectorJimmy Fan
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