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Entrant: Leo Burnett Taiwan, Taipei
Brand: Taiwan Organ Sharing Registry & Patient Autonomy Promotion Center
Title: "Paper Organs"
Corporate Name of Client: Taiwan Organ Sharing Registry & Patient Autonomy Promotion Center,
Client Company: Taiwan Organ Sharing Registry & Patient Autonomy Promotion Center,
Client: Kuan-Ya Fang
Agency: Leo Burnett Taiwan, Taipei
Agency Chief Executive Officer: Irene Chang
Chief Creative Officer: Kevin Yang
Creative Directors: Yuan Chuang/Hao Tseng
Art Directors: Kumi Ku/Yao Song/Eric Lin
Agency Executive Producer: Evans Kao
Agency Producers: Evans Kao/Uly Yu/Pochiang Chung
Agency Vice President: Chin Chin Chiang
Agency Strategy Director: Jimmy Fan
Agency Account Executives: Jane Chang/Dorothy Li
Agency Account Manager: Emma Tsao
Director: Andrea Wang
Executive Producer: Jake Tsai
Post-Producer: Sandy Wu
Artist: Taylor Chen
Creative Producers: Jake Tsai/Rita Liu

Description:
Many Taiwanese are opposed to organ donation and are reluctant to sign consent forms. The issue of organ donation in Taiwan is not merely a medical concern but also a cultural one.

In various Chinese religious traditions, including Buddhism, Taoism, Confucianism, and folk beliefs, the concept of "the body must remain intact to ascend to heaven" is prevalent.

This belief is deeply ingrained in the minds of Taiwanese people. Donating organs is seen as making the body incomplete, a significant reason why many Taiwanese individuals hesitate to support organ donation.

Paper Organs is an innovative product designed to allow donors to adhere to the cultural practice of "the body must remain intact."

Collaborating with Taiwanese artist Chen Wen-tai, traditional paper art techniques are employed to craft organs such as the heart, lungs, kidneys, liver, corneas, and more.

This enables the donor's family to conduct a burning ritual for Paper Organs after the donor's passing. Following the funeral custom of "Joss Paper Burning" (burning paper replicas in temples during rituals allows these items to be sent to the deceased), these paper-made organs are sent to the donor in the afterlife.

Paper Organs become a cultural symbol for breaking the taboo in organ donation. The design aims to provide reassurance to organ donors, comfort to their families, and shift the public's attitude, eliminating the fear associated with organ donation.

Beyond functionality, we prioritize user experience, incorporating "emotional design" into the design process. By aligning with local culture and public perception, the product ensures readability and accessibility for users.

Paper Organs debuted at the National Taiwan University Hospital, the country's largest organ donation center. As of July 2023, 11 hospitals have joined the program and begun offering Paper Organs. Hospitals facilitate a streamlined process to assist donor families in conducting the burning ritual for Paper Organs, dedicating them to the donors in the afterlife.

Results: • The annual signing rate increased by 28%, the highest in the past 5 years, with over 3,400 forms collected during the exhibition. • 332 sets of paper organs were distributed within 6 months. • Organ donation successful cases in 2023 reached a decade-high record, with a 34.6% growth from last year. • Positive discussions about "organ donation" on social media increased by 411%. (Source: OPView, 2023/01-2023/12, Taiwan)