In order to proliferate the understanding of organ transplant operation for parents and children, we performed an “organ transplant operation for toys.” We used toys that are no longer played to perform a transplant on broken toys to fix them. By not just simply fixing the broken part, but performing a transplant to the broken area, the task of “transplant” itself became visible. Moreover, by making the transplanted toys cute and evident as they are, we aimed that the people would recognize about the transplant, and made the toys as living manifestation of something important that keeps on living after changing its appearance. We designed the process to have mutuality, letting the recipient appreciate the transplant, but also reward the donor's act of giving, and communicate the meaning of being a donor through a thank you letter sent from the recipient.

Since the launch, we've gathered recipient toys and donor toys from over 19 countries, and operated numerous transplant operations for toys, returned the recipient toys to the original owners. Upon building the toys, to overcome the mortal connotation in organ transplant among the people, the transplanted toys were presented as something cuter, stronger, and cooler than before to establish a positive atmosphere regarding the topic. The toys were then displayed online, and gained public attention from 1300+ media worldwide. Moreover, celebrities, such as top Olympic athelete, musician, and actresses joined the cause, endorsed our campaign. Companies, too, joined and expanded the message of this campaign even further. Workshops for parents-children were held to teach the value of organ transplant. Some of the toys were displayed at hospitals where organ transplant operation actually take place. Ultimately, this project became a textbook material for children to learn about organ transplant.

The project had both quantitative and qualitative impact.

*Featured 1300+ media?including ABC/Channel8/CCTV/Daily Mail/Huffington Post/Mashable/Engadget/WIRED?

*18.8% increase in online donor card registration. (Year-to-year comparison)

*10.1% increase in donor card possession.(Year-to-year comparison)

*33.4% increase in number of organ transplant operation. (Year-to-year comparison)

*400+ inquiries of participation and volunteers from 19 countries worldwide.

*Franchise offer from Germany, Poland, Costa Rica, Chile, South Africa, United States, Mexico.

*Became a textbook material in China.

*Selected as the "Top 100 Educational Websites"

*Founders of this project selected as "The Leading Global Thinkers 100" by the Foreign Policy Magazine and presented the project to international leaders at Washington, United States.

*Commissioned to display the toys at an organ transplant organization in Paris, France.

*Commissioned to display the toys at a hospital in Yokohama, Japan.

*Performed an toy organ transplant workshop for parents and children.

*Currently, working to display the toys at a national museum in South Korea.