Cannes Lions
CHOOJAI AND FRIENDS, Bangkok / RED-CROSS THAILAND / 2017
Awards:
Overview
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Description
Since the final call is up to the deceased ’s family we came to terms that the best one
to persuade their own family is definitely the departed. Stating the organ testament on video clip is to let their family accept the deceased’s consent and understand their purpose for the last time.
We aimed to promote recording the organ will on video among 800,000 registered donors and invite them to record their wish at organwill.com. On his/her passing day, the Red Cross staff can share the clip to the family to consider and make a decision.
Execution
This narrates the moment when a Red-cross officer is doing her best in trying to ask for the permission from the family to allow the patient's organ donation to go through. However, the officer is rejected even though it's actually the patients will for his organs to be donated. In the end the officer had to let the patient convince his relatives himself by showing his last will VDO recording on the Red-cross website.
It was released in April, 2016 onward to reach nationwide.
Outcome
In 2016, a number of donors hit the highest record ever – 220 cases that help save 512 patients in organ transplant. Organ donation has risen up to 17,000 cases also they participated in VDO recording at organwill.com. In the wake of organ donation, this campaign has brought, people understand that the essential part of donating the organ is to get the family to acknowledge their consent before the final day.
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