Cannes Lions

ORGAN DONATION ADVOCACY

LOWE SINGAPORE, Singapore / THE NATIONAL UNIVERSITY CENTRE FOR ORGAN TRANSPLANTATION / 2015

Awards:

1 Silver Cannes Lions
3 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

The National University Centre for Organ Transplantation (NUCOT) has performed hundreds of successful liver and kidney transplants between living donors.

They wanted to commemorate the successful transplants that the living donors have been through and build their relationship with them.

All donor couples share a scar from the operation. So we commissioned a jeweller to create commemorative rings based on the shapes of the scars.

NUCOT could in turn present the Donor Rings to the couples as a gift that they could wear as a reminder of the operation and a symbol of their love and commitment to each other.

Execution

We took high-resolution photos of the couples’ scars, scanned them and then traced their shape.

We then commissioned a master jeweler to craft sterling steel rings based on the exact shape of the scars.

The recipients could give a ring based on their scar to the donor.

And the donors could give a ring based on their scar to the recipient.

So they could symbolically wear each other’s scars as a representation of their love and in remembrance of the life saving operation.

Outcome

By leveraging the online opt out process through a targeted Google Ad, we can broadcast Donated Voices to 100% of Singaporeans opting out of organ donation at the exact moment they opt out.

By directly targeting the opt out process like this, the message has so far received 18 000 views – all of them from Singaporeans looking to opt out.

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