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  • SUB CATEGORY :
    EFFECTIVE LOTUS: CAMPAIGN SUCCESS
  • COMPANY ENTERING :
    LOONG, BEIJING
  • TITLE :
    A TEAM OF ONE
  • BRAND :
    CHINA ORGAN DONATION
  • ADVERTISER :
    TENCENT FOUNDATION
  • AGENCY :
    LOONG, BEIJING
  • EXECUTIVE CREATIVE DIRECTOR :
    JACKY LUNG
  • CREATIVE DIRECTOR :
    DONGHAI LIU/WEI XU
  • ART DIRECTOR :
    JACKY LUNG/TENGTAO YUAN
  • COPYWRITER :
    JACKY LUNG/DECHENG MENG
  • MEDIA AGENCY :
    TENCENT MARKETING SOLUTION, SHENZHEN
  • MEDIA PLANNING DIRECTOR :
    WEIJIA YANG
  • MEDIA PLANNING MANAGER :
    IVOR XU
  • FILM PRODUCTION COMPANY :
    FILMPLEXE PRODUCTION HOUSE, BEIJING
  • DIRECTOR :
    KENHO LAI
  • FILM PRODUCER :
    KEZHENG DING
  • CAMPAIGN SUMMARY :
    CHINA BANNED TRANSPLANT OF ORGANS FROM EXECUTED PRISONERS IN 2015, AND VOLUNTARY DONATION HAVE BEEN THE ONLY SOURCE. HOWEVER, MANY ARE AGAINST THE PROCEDURE DUE TO CULTURAL BELIEFS. IN CHINA MANY CONSERVATIVE ELDERLY PEOPLE STILL INSIST ON THE CHINESE TRADITION OF BURYING THE DEAD INTACT. MANY PEOPLE HAVE HARDLY EVEN HEARD OF ORGAN DONATION. EVERY YEAR ABOUT 300,000 CHINESE ARE ON WAITING LISTS TO RECEIVE ORGAN TRANSPLANTS, BUT ONLY JUST OVER 16,000 RECEIVE TRANSPLANTS EACH YEAR. THE RATIO OF DEMAND-TO-SUPPLY IS 30 TO ONE. WE AIM TO BOOST VOLUNTARY DONATIONS AND PROMOTE AWARENESS OF THE CAUSE.
    WE FOUND FIVE ORGAN RECIPIENTS OF YE SHA. THEY FORMED A TEAM NAMED AFTER HIM AND PLAYED A MATCH AGAINST PROFESSIONAL PLAYERS AS THEIR TRIBUTE TO THE DONOR AND THE CAUSE THAT HAS SAVED THOUSANDS OF LIVES. YE SHA'S TEAM SENT OUT A CHALLENGE LETTER TO PROFESSIONAL BASKETBALL TEAMS ON SOCIAL NETWORK. WITH 70,000 SIGNATURES BEHIND ITS BACK, THE CBA AGREED TO A FRIENDLY MATCH DURING THE WOMEN'S CHINESE BASKETBALL ASSOCIATION (WCBA)
    ALL-STAR GAME. 408 MEDIA AGENCIES COVERED THE CAMPAIGN WITH 1335 REPORTS. IN RESPONSE, OVER 680,000 PEOPLE REGISTERED AS VOLUNTARY DONORS IN 2019, MORE THAN THE SUM OF PAST 9 YEARS.
  • THE BRIEF :
    THE IDEA OF ORGAN DONATION IS NOT WELL-RECEIVED AMONG
    1.4BILLION CHINESE PEOPLE, ESPECIALLY AMONG THOSE TRADITIONAL ONES WHO PERCEIVE DEATH AS A TABOO TOPIC. MANY CONSERVATIVE PEOPLE STILL INSIST ON TRADITIONAL BURIAL METHODS. FOR OTHERS WHO WISH TO DONATE, THEY CANNOT EASILY FIND A WAY TO DO SO. IT IS URGENT TO EDUCATE THE PUBLIC ABOUT THE CONCEPT OF ORGAN DONATION.
  • THE STRATEGY :
    WE FOUND FIVE ORGAN RECIPIENTS OF YE SHA. THEY FORMED A TEAM NAMED AFTER HIM AND PLAYED A MATCH AGAINST PROFESSIONAL PLAYERS AS THEIR TRIBUTE TO THE DONOR AND THE CAUSE THAT HAS SAVED THOUSANDS OF LIVES. WE PUT THE STORY ON CHINA'S BIGGEST SOCIAL PLATFORM WECHAT WITH A CHALLENGE LETTER TO CHINA BASKETBALL ASSOCIATION (CBA) AND YAO MING, CHAIRMAN OF CBA. MILLIONS OF USERS WERE MOVED AND REPOSTED AND REGISTERED AS VOLUNTARY DONORS. THEIR SIGNATURES MADE CBA AGREE TO A FRIENDLY MATCH.
  • THE EXECUTION :
    ON INTERNATIONAL BASKETBALL DAY, YE SHA'S TEAM SENT OUT A CHALLENGE LETTER TO PROFESSIONAL BASKETBALL TEAMS ON WECHAT SOCIAL NETWORK. WITH 70,000 SIGNATURES BEHIND ITS BACK,CBA AGREED TO A FRIENDLY MATCH DURING THE WOMEN'S CHINESE BASKETBALL ASSOCIATION (WCBA) ALL-STAR GAME, WHICH WOULD BE BROADCAST LIVE ON TV AND ONLINE. ON JANUARY 27,2019, DURING THE GAME, THE TEAM HAD JUST THREE SHOTS, BUT THEY RECEIVED WARM APPLAUSE FROM THE AUDIENCE, INCLUDING BASKETBALL STAR YAO MING, IN A STADIUM IN THE INNER MONGOLIA AUTONOMOUS REGION.
  • THE RESULT :
    THERE WERE 8.26 MILLION CLICKS AND SHARES ON WECHAT NETWORK IN 3 DAYS, AND 1.36 MILLION TRENDING HASHTAGS ON WEIBO, WECHAT AND BAIDU WITH A TOTAL MEDIA EXPOSURE REACHING 220 MILLION (ZERO COST) IN 3 MONTHS. 408 MEDIA AGENCIES COVERED THE CAMPAIGN WITH 1335 REPORTS. THERE WAS A 4-MINUTE FEATURE REPORT BY CCTV NETWORK NEWS WITH CHINA'S HIGHEST AUDIENCE RATING OF 8.33%. IN RESPONSE, OVER 680,000 PEOPLE REGISTERED AS VOLUNTARY DONORS IN 2019, MORE THAN THE SUM OF PAST 9 YEARS.