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Hear My Last Wish
Agency Leo Burnett Taiwan / Taipei + Fugu Fish Creations / Taipei + Starcom Taiwan / Taipei + Digitas Taiwan / Taipei
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Category
Direct Marketing for Good
Annual ID
OS24_DM104M
About the Work
【Background】
Research shows that over 99% of potential organ donation cases among young generation in Taiwan are denied by their relatives due to lack of awareness about signed consent forms. Approaching grieving family members for consent during times of loss often leads to conflicts, resulting in rejection of organ donation wishes.
【Idea】
Hear My Last Wish is a digital service empowers proactive engagement for organ donation among young generation. Doctors and social worker in the negotiation room for organ donation play recorded wishes at crucial moments to seek consent from relatives, offering emotional comfort and reducing conflicts. This approach enhances persuasion, leading to more successful organ donations and honoring the intentions of the young generation.
【Execution】
Launched in 2023, Hear My Last Wish collaborates with Taiwan's Ministry of Health and Welfare and Taiwan Organ Sharing Registry & Patient Autonomy Promotion Center. All audio files are annotated in Taiwan's National Health Insurance Database (NHID) for donation wishes. It's officially integrated into Taiwan's organ donation process across transplant hospitals.
【Result】
● 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.
Research shows that over 99% of potential organ donation cases among young generation in Taiwan are denied by their relatives due to lack of awareness about signed consent forms. Approaching grieving family members for consent during times of loss often leads to conflicts, resulting in rejection of organ donation wishes.
【Idea】
Hear My Last Wish is a digital service empowers proactive engagement for organ donation among young generation. Doctors and social worker in the negotiation room for organ donation play recorded wishes at crucial moments to seek consent from relatives, offering emotional comfort and reducing conflicts. This approach enhances persuasion, leading to more successful organ donations and honoring the intentions of the young generation.
【Execution】
Launched in 2023, Hear My Last Wish collaborates with Taiwan's Ministry of Health and Welfare and Taiwan Organ Sharing Registry & Patient Autonomy Promotion Center. All audio files are annotated in Taiwan's National Health Insurance Database (NHID) for donation wishes. It's officially integrated into Taiwan's organ donation process across transplant hospitals.
【Result】
● 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.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Leo Burnett Taiwan / Taipei
Digital Agency
Fugu Fish Creations / Taipei
Digitas Taiwan / Taipei
Media Agency
Starcom Taiwan / Taipei
Chief Creative Officer
Kevin Yang
Creative Director
Hao Tseng
Yuan Chuang
Creative Technologist
Tang Wei
Director
Andrea Wang
Executive Producer
Jake Tsai
Artist
Taylor Chen
Producer
Rita Liu
Associate Creative Strategy Director
Jimmy Fan
Senior Art Director
Yao Song
Senior Producer
Pochiang Chung
Account Executive
Dorothy Li
Animator Special Effects
Gin Lin
Business Vice President
ChinChin Chiang
Chief Executive Officer
Irene Chang
Creative
Guang-Che Huang
Developer
Ben Chen
Post Producer
Sandy Wu
Production director
Evans Kao
Uly Yu
RESEACH & DATA ANALYST
Exuan Tsai
Research Fellow
Kuan-Ya Fang
Senior Account Executive
Jane Chang
Senior Account Manager
Emma Tsao
Technical Director
Tom Chen
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