Piece #1

  • Second Life Toys


Piece #1 - Second Life Toys


Company:
Dentsu Inc.
Award:
AME Platinum Trophy
Brand:
Organ Transplant
Title:
Second Life Toys
Country:
JAPAN
Competition:
social benefit
Category:
promotion of health & human services

Talent Credits

  1. Yasu Sasaki - Executive Creative Director
  2. Akira Suzuki - Creative Director
  3. Togo Kida - Creative Director

Campaign Summary

The number of child donor is significantly low. Especially in Japan: less than 10 organ transplant operations annually. The number is deficient. We had to communicate with parents and increase the potential number of organ donors. To enable this, we introduced transplant operation for toys. Since being a donor would be a rare experience, by utilizing the toys as a motif, we designed the process to be a "pseudo organ transplant experience" and communicate the meaning of organ transplant both logically and intuitively. Since the Japanese unconsciously avoid the topic due to the fact that it relates to death, the adorable toys overrode this psychological barrier. The project appeared on 1200+ media worldwide. Volunteers enlisted from over 19 countries. People willing to offer their organs for transplant increased 30%. People stating to use their organs for transplant increased 9%. People who spoke about the topic with their families increased 8%.



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