Spikes Asia

Hear My Last Wish

LEO BURNETT, Taipei / TAIWAN ORGAN SHARING REGISTRY AND PATIENT AUTONOMY PROMOTION CENTER / 2024

Case Film
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Overview

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Credits

Overview

Background

Taiwan, as a trailblazer in organ transplant legislation in Asia, witnesses a heart-wrenching reality. Despite a surge in signed donation consent forms, the annual successful cases (10 per million people) lag far behind countries like Spain (50 per million) and Portugal (30 per million). This disparity stems from cultural differences and the process requiring family consent, intensifying the urgency of the issue. Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center tirelessly advocates for change. Each unrealized case represents a missed opportunity to save a life, emphasizing the imperative need to reform processes and assist families in supporting the wishes of potential donors.

Idea

At the pivotal moment of organ donation, emotions outweigh rationality. The most influential figure in persuading family members is none other than the donor themselves.

Hear My Last Wish is an innovative digital service. It allows young generation to record their donation wishes in audio format, played at crucial moments during hospital consent-seeking, ensuring the smooth execution of their intentions.

Integrated into Taiwan's organ donation process since 2023, donors, upon signing consent, can record preferences on devices. The audio is annotated in Taiwan's National Health Insurance Database (NHID), signifying donation wishes. In the hospital's organ donation negotiation room, doctors will play the potential donor's "Last Wish" to seek consent from living relatives. This design targets the pivotal moment - obtaining consent from young generation's living family members. It enables young generation to express intentions, reassuring and convincing loved ones, facilitating successful organ transplants, and realizing donors’ wishes.

Strategy

In Taiwan, although young generation has a high rate of signing organ donation consent forms, the actual number of successful organ donation cases is disproportionately low. The main obstacle lies in the process where, even after signing the consent form, obtaining approval from living relatives is still necessary.

Rather than traditional promotion, we focus on transforming the execution process. Young potential donors record their unspoken thoughts about organ donation when signing the consent form. These recordings are played during critical coordination moments, aiding medical staff in persuasion. This empowers young generation to become their own persuaders, aiming to increase successful organ donation cases.

Execution

Developed in collaboration with Taiwan's Ministry of Health and Welfare and the Organ Sharing Registry & Patient Autonomy Promotion Center, Hear My Last Wish launched publicly in 2023. Integrated with Taiwan's national insurance database, it is now part of the standard organ donation process across all execution hospitals.

Official consent forms include a Hear My Last Wish section, allowing signatories direct access. Volunteers at signing stations nationwide offer tutorials, enabling individuals to record sentiments via QR code, empowering young donors to express wishes actively.

Taiwan Organ Sharing Registry & Patient Autonomy Promotion Center also aids hospitals with training courses, user manuals, and standard operating procedures. This ensures effective use of the Hear My Last Wish database for communication with potential donors' living family members through recorded audio files.

Outcome

● Taiwan government officially integrated Hear My Last Wish into the country’s organ donation signing and execution process, successfully connecting with 42 organ transplant hospitals nationwide.

● By December 2023, organ donation consent signings increased by 127%, with over 84% of potential donors recording Hear My Last Wish, creating more than 3567 organ donation voiceprints.

● Organ donation successful cases in 2023 reached a decade-high record, with a 34.6% growth from last year.

● More than 300 organ donation signing stations have been established nationwide, including clinics, schools, and subway. Each station is staffed with volunteers to provide instructions, reaching a total of over 50,000 individuals per day.

● A thematic video featuring actor Liang Xiushen, garnered 1 million views in a month.

● "Hear My Last Wish" received coverage from over 20 media outlets, generating exposure valued at over $1.2 million.