Cannes Lions

BORN AGAIN CAMPAIGN

McCANN WORLDGROUP KOREA, Seoul / KOREAN ORGAN DONOR PROGRAM / 2015

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Overview

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Overview

Description

As a part of Born Again Campaign, On September 13th, Korean Organ Donor Program created “One-day Memorial Park” in Olympic Park, Seoul to increase awareness of the organ donation and encourage after-death organ donation. Most organ donors do not have tombstones because after being cremated, their ashes are scattered or placed in columbarium. For them, the Korean Organ Donor Program has made a beautiful tombstone. Families and friends of organ donors were participated in this campaign and share their touching stories and did walking events etc.

September is autumn and the weather is beautiful in Korea. And many families went out for picnic. On September 13, Olympic Park was also crowded with families, lovers and people, and they were visited and had seen our “One-day Memorial Park” campaign. And those were interested in “organ donation” and many of them submitted their organ donation pledges.

Outcome

The campaign targeted families of people who donated their organs after dying of unforeseen accidents as well as their families and others who are aware of and considering organ donation. Through the “Born Again” campaign implemented at the “One-day Memorial Park,” many people submitted their organ donation pledges: There were over 1,000 participants and around 200 people pledged to donate their organs.

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