Radio and Audio > Innovation in Radio & Audio

HEAR MY LAST WISH

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

Awards:

Gold Spikes Asia
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MP3 Original Language
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Overview

Credits

Overview

Write a short summary of what happens in the radio or audio work.

Every recorded audio file represents the Last Wish of potential organ donors, symbolizing their willingness to donate organs. Through Hear My Last Wish, each donor's audio file transforms into hope for others, allowing their families to listen to their Last Wish and contributing to numerous successful organ donation cases. To date, we have received over 3,567 Last Wishes.

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.

Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.

In Asia, people are reluctant to openly discuss organ donation due to the taboo surrounding death-related topics. There is a particular belief that organ donation may leave the body incomplete, hindering the donor from reaching heaven after death. This disapproval of organ donation further impedes its promotion.

In Taiwan, even signed consent forms require post-mortem family approval for organ transplantation. While this policy aims to verify authenticity and prevent disputes, societal aversion leaves many unaware of the deceased's donation preferences. Fueled by doubt and grief, up to 99% of living relatives may refuse consent during hospital consent-seeking, leading to organ donation procedure failures.

Describe the Impact:

Our biggest impact to this day is that Hear My Last Wish has been incorporated into the country’s organ donation regulations and process. Information about Hear My Last Wish was added to consent forms, allowing potential donors to scan a QR code and synchronize their recording on the website. The initiative was promoted at more than 300 consent signing stations, from health clinics and schools to blood donation stations.

● Integrated into Taiwan’s organ donation process, connecting with 42 organ transplant hospitals.

● By December 2023, organ donation consent signings increased by 127%, over 84% of signatories recorded 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.

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

Translation. Provide a full English translation of any audio.

These are two authentic recordings from organ donation consent signatories. With the approval of the organ donation center and the individuals involved, these recordings are provided to the judges as reference materials.

Organ donor #1:

Honey, I'm Kiki.

Promise me, when you listen to this recording, don't cry before I do, okay?

Meeting you, I feel really lucky.

I've had a happy life with no regrets.

So, being able to take this opportunity to help more people makes me happy.

You must support my decision!

If you don't let me donate my organs, I'll be upset!

Don't worry, I'll be fine in heaven, no need to worry about me.

See you in the next life!

Organ donor #2:

Hi Dad, it's Wei Wei.

I've always supported organ donation, but I knew you weren't entirely on board with it.

So I never brought it up, never thought this day would come.

Hearing this recording out of the blue, you must be shocked, right?

Thanks for taking care of me all my life; it's been an honor being your son.

Please, please support my decision.

Being able to help others at the end of life, is something I really want to do.

Please fulfill my wish!

Please outline the innovative elements of the work.

Hear My Last Wish is the sole platform that offers an innovative service, allowing the audio files of potential donors' donation wishes to be heard by family members at the crucial decision-making moments. In comparison to text and visuals, the audio format proves to be the most effective medium, considering both functionality and emotional aspects. Each Voiceprint serves as a persuasive testimony directly from the potential donor, transforming audio files into the most direct communication medium for convincing family members to consent to the donor's wishes.

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