1 2
 
 
  • SUB CATEGORY :
    PUBLIC SERVICES & CAUSE APPEALS
  • ENTRANT COMPANY :
    DENTSU CREATIVE TAIWAN, TAIPEI
  • TITLE :
    FAKE MARRIAGE
  • BRAND :
    WOMEN EMPOWERMENT OFFICE,
    CWO X AWAKENING FOUNDATION
  • ADVERTISER :
    WOMEN EMPOWERMENT OFFICE,
    CWO X AWAKENING FOUNDATION
  • AGENCY :
    DENTSU CREATIVE TAIWAN, TAIPEI
  • ASSOCIATE DIRECTOR :
    DEXTER LEE
  • CHIEF CREATIVE OFFICER :
    ALICE CHOU
  • CREATIVE DIRECTOR :
    BLACK CHEN/ROFINA TSAI
  • ASSOCIATE CREATIVE DIRECTOR :
    ZAC CHOU
  • ART DIRECTOR :
    CHIAHUI YU
  • COPYWRITER :
    JOANNE ZENG
  • EXECUTIVE PRODUCER :
    SEAN HUNG
  • ACCOUNT DIRECTOR :
    CELIA CHANG
  • ACCOUNT MANAGER :
    ANGEL LI
  • MEDIA AGENCY :
    DENTSU X TAIWAN, TAIPEI
  • PR AGENCY :
    DENTSU INC., TAIPEI
  • CHIEF CONSULTING OFFICER, SUSTAINABILITY :
    FUPEI WANG
  • CORPORATE PR MANAGER :
    SOPHIE CHEN
  • MARKETING & COMMUNICATION DIRECTOR :
    TERESA LIU
  • FILM PRODUCTION COMPANY :
    JILE PRODUCTION, TAIPEI
  • CAMPAIGN SUMMARY :
    In Taiwan, only 8% of women use their frozen eggs—not because they don’t want to, but because of a law from 2007. Women must be married and get their husband's consent to use their eggs. This excludes single, divorced, and same-sex couples from accessing their own eggs. We need to:
    1. Raise awareness about this unfair law.
    2. Advocate for legislative reform through petitions. To challenge this, the Awakening Foundation launched a bold street campaign, "Fake Marriage Proposal, Real Advocacy." Rather than on Valentine’s Day, a woman chose Mother’s Day to publicly search for a husband—not in a private setting, but through large-scale outdoor, sparking a nationwide conversation. Through real-life experience, people saw how absurd this law truly is. On that day in Taipei’s bustling Xinyi district, a mature woman openly searched for a marriage partner. But instead of asking, "Will you marry me?" she asked, "Will you 'help by' marry me?" Curious passersby scanned the QR code and discovered unusual marriage conditions—no house, no car, no love, no money required. All she needed was a signature and support. They were then led to real women’s stories about the struggles of becoming a mother and directed to a petition page, inviting them to be part of the change. The impact was massive: reaching 99% of mainstream media, the petition exceeded its goal by 300%, and received viral media coverage. Many women spoke up, sharing their personal stories, and key legislators received the video, ensuring these voices were heard.
    Under public pressure, the government drafted a bill to grant single and same-sex couples full reproductive rights. "Fake Marriage" became a catalyst for change in Taiwan. Soon, women will no longer need a fake marriage or consent to access their eggs—marking a big step toward full reproductive rights.
  • CREATIVITY/IDEA/INSIGHT :
    The "Fake Marriage Proposal, Real Advocacy" campaign turned an outdated law into a public spectacle, using a bold and thought-provoking approach to drive legal change. Instead of traditional awareness tactics, the campaign staged a live performance—a middle-aged woman publicly searching for a husband on Mother’s Day, not for love, but for legal permission to use her own frozen eggs. This unexpected twist turned a personal struggle into a shared social issue, making the absurdity of the law impossible to ignore. Through striking outdoor ads and an interactive QR code, passersby were drawn into the woman’s “marriage proposal,” only to discover the harsh reality faced by many women. The campaign transformed curiosity into action, directing people to real-life stories and a petition demanding legislative reform. The creative insight was simple: when reality is absurd, highlight it in an even more absurd way. By staging a “fake” marriage proposal, the campaign exposed the unfairness of a law that forces women into marriage just to have reproductive rights. The result? Viral engagement, widespread media coverage, and real legislative progress—proving that creativity can challenge outdated laws and drive meaningful change.
  • STRATEGY :
    The strategy behind "Fake Marriage Proposal, Real Advocacy" was to transform a legal restriction into a public conversation, using shock and engagement to drive awareness and action. Instead of traditional advocacy methods, the campaign leveraged experiential storytelling to make the issue deeply personal. By staging a public “marriage proposal” on Mother’s Day—a day symbolizing motherhood—the campaign immediately captured public and media attention. To amplify impact, outdoor advertising in high-traffic areas sparked curiosity, while a QR code-driven digital journey led passersby from surprise to understanding. Once engaged, audiences were directed to real women’s stories and an online petition, turning passive observers into active advocates. The campaign also strategically leveraged earned media by ensuring the stunt was controversial and newsworthy. By designing an idea that felt both urgent and absurd, it organically generated nationwide media coverage, maximizing exposure with minimal paid media. Finally, by targeting both the public and policymakers, the campaign created dual pressure: widespread citizen support and direct political engagement. This multi-layered approach successfully turned an individual act into a national movement, leading to legislative progress that will grant reproductive rights to more women in Taiwan.
  • EXECUTION :
    The campaign was executed as a bold, real-world activation designed to spark conversation and mobilize action. On Mother’s Day, not Valentine’s day, a middle-aged woman staged a public marriage proposal in Taipei’s busy Xinyi district. Instead of a romantic declaration, her proposal was unusual: she didn’t seek love, wealth, or companionship—just a signature to meet Taiwan’s legal requirement for using her frozen eggs. Strategically placed large-scale outdoor ads reinforced the message, with a QR code leading curious passersby to a digital platform. Here, they discovered the real stories of women impacted by the outdated law and were encouraged to sign a petition for legislative change. To maximize exposure, the stunt was designed for virality, ensuring media and social platforms picked up the story. News outlets, influencers, and advocacy groups amplified the campaign, helping it reach 99% of mainstream media and exceed its petition goal by 300%. As momentum grew, the campaign video was sent to key legislators, adding political pressure. The overwhelming public response led to the government drafting a bill to grant single and same-sex couples reproductive rights, proving that a staged “fake” marriage could drive very real change.
  • RESULT :
    The campaign sparked widespread debate, transforming a niche issue into a cross-gender conversation:
    • The petition surpassed its goal by 300% in under a week.
    • 100+ YouTubers and KOLs shared the campaign, generating 50 million impressions.
    • 80+ media outlets covered the story, reaching 99% of mainstream media.
    • Countless women shared their personal stories, which were sent directly to legislators.
    • Many companies joined the movement, publicly showing their support.
    The pressure worked. The Ministry of Health and Welfare announced a draft bill to allow single women and same-sex couples to use their frozen eggs, accelerating long-overdue legal reform.
    FAKE MARRIAGE became a catalyst for change in Taiwan. Soon, women will no longer need a fake marriage or consent to access their eggs—marking a major step toward full reproductive rights.