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  • SUB CATEGORY :
    INNOVATION IN LOCAL CULTURE APPLICATION
  • COMPANY ENTERING :
    LEO BURNETT TAIWAN, TAIPEI
  • TITLE :
    PAPER ORGANS
  • BRAND :
    TAIWAN ORGAN SHARING REGISTRY &
    PATIENT AUTONOMY PROMOTION CENTER
  • ADVERTISER :
    TAIWAN ORGAN SHARING REGISTRY &
    PATIENT AUTONOMY PROMOTION CENTER
  • AGENCY :
    LEO BURNETT TAIWAN, TAIPEI
  • CHAIRMAN :
    IRENE CHANG
  • CHIEF EXECUTIVE OFFICER :
    KEVIN YANG
  • CHIEF CREATIVE OFFICER :
    KEVIN YANG
  • EXECUTIVE CREATIVE DIRECTOR :
    JIN YANG
  • CREATIVE DIRECTOR :
    HAO TSENG/YUAN CHUANG/JIMMY FAN
  • ART DIRECTOR :
    YAO SONG/KUMI KI/ERIC LIN
  • CLIENT SERVICE DIRECTOR :
    CHIN CHIN CHIANG
  • ACCOUNT MANAGER :
    SHAWN LIANG
  • CAMPAIGN SUMMARY :
    Paper Organs is an innovative solution addressing the traditional taboo of " body must remain intact" in Taiwan. Drawing inspiration from the funeral custom of ”Joss Paper Burning”, where it is believed that burning paper replicas provides these precious items in the afterlife, Paper Organs aims to alleviate concerns about the completeness of the body after organ donation. By creating paper organ for family to burn, it provides comfort to the donor's loved ones and reduces cultural reservations about the perceived disadvantages of organ donation for the deceased.
    In Taiwan, the promotion of organ donation has long faced significant challenges due to this taboo. Traditional beliefs in Taiwanese folk religion suggest that after organ donation, the body becomes "incomplete," hindering the deceased to reach heaven. This perception has led many Taiwanese to reject organ donation, turning it into a taboo topic.
    Paper Organs breaks the traditional taboo in Chinese culture, reshaping the negative perception of organ donation in Taiwanese society. It enables more people to confidently sign organ donation consent forms, ultimately increasing the number of signed consent forms for organ donation.
  • CREATIVITY/IDEA/INSIGHT :
    Many Taiwanese strongly believe that body must remain intact. They worry that despite doing a good deed through organ donation, the deceased may be unable to reach heaven. This belief leads to significant resistance to organ donation.
    Paper Organs is an innovative design addressing the traditional Taiwanese concept of " body must remian intact". Drawing inspiration from Taiwan's traditional funeral custom ”Joss Paper Burning”, burning paper replicas can provide the same precious items to loved ones in the afterlife. Paper Organs collaborates with traditional paper artists in Taiwan. They create various Paper Organs , including heart, lungs, kidneys, liver, and corneas, using traditional paper artistry techniques. Paper Organs are designed to be close to real-life size. Families then burn these Paper Organs as offerings for the donor. This not only alleviates concerns about the completeness of the body after organ donation but also provides comfort to the donor's loved ones and reduces disadvantages of organ donation.
  • STRATEGY :
    We use cultural customs to eliminate the pain caused by cultural customs.
    Utilizing the tradition of ‘Joss Paper Burning’, we create Paper Organs to break ‘body must remain intact’ taboo. This genuinely soothes the grieving feelings of the donor's family, aiding many relatives who find themselves in profound pain to break free from such thought patterns.
  • EXECUTION :
    To garner widespread attention, Paper Organs collaborated with Taiwan Organ Sharing Registry & Patient Autonomy Promotion Center and Taiwan's largest organ donation-executing hospital, National Taiwan University Hospital. The initiative was presented in the form of an art exhibition in partnership with traditional Taiwanese paper artist, successfully drawing the attention of both the medical community and the general public.
    Following the exhibition, 11 organ donation-executing hospitals joined Organ Donation Promotion Program. Starting in 2023, mass production began, and Paper Organs became a gratitude gift routinely presented by Taiwan Organ Sharing Registry & Patient Autonomy Promotion Center to the families of donors. During funeral, the Paper Organs are placed in the coffin and burned alongside the deceased.
    Moreover, Paper Organs integrates with existing organ donation sign-up stations and includes educational seminars on organ donation advocacy. This combination helps in educating and promoting awareness, encouraging more Taiwanese to overcome cultural hesitations and reservations about organ donation. The initiative effectively boosts the signing rate of organ donation consent form.
  • RESULT :
    Paper Organs break taboos of organ donation, reversing the negative perception of organ donation in Taiwanese society. It instills confidence in the public, encouraging more people to willingly sign organ donation consent forms and thereby increasing the number of signed consent forms for organ donation.
    ● "Paper Organs" generated the highest post-pandemic discussion volume on the organ donation topic, with media exposure value exceeding $800,000.
    ● During exhibition, over 3,400 organ donation consent forms were successfully collected, resulting in a 28% increase in the signing rate for the season, marking the highest growth rate over the past five years.
    ● Collaboration with 11 organ donation-executing hospitals was established, joining the Paper Organs organ donation promotion program.
    ● Following the release of Paper Organs, positive discussions about "organ donation" on social media increased by 411% compared to the annual average, overturning the negative perception of organ donation in Taiwan.
    (Source: OPView, 2023/01-2023/12,Taiwan)
    ● Since the release of Paper Organs until December 15, 2023, a total of 332 sets of paper organs were distributed within six months. This includes 42 sets of hearts, 15 sets of lungs, 113 sets of kidneys, 69 sets of livers, and 93 sets of corneas.