In China, every year 300,000 people are waiting for organ donation. It is an unbearable long waiting periods for patients in need of organs such as kidneys, lungs etc. Every day 800 patients will die due to not waiting until receiving lifesaving organs. But most people do not care about that. We want to persuade more people to become organ donors, especially young people.

At Cathay Cinema Shanghai, we delayed the movie without the audience’s notice. 15 minutes passed, people became anxious because of waiting for film. At this time we played our video. It showed the real patients who were waiting for organ donation anxiously like this every day. No one can wait any more. When audiences experienced the feeling of waiting, they could easily sign up to become organ donors. This video was played in this way in different cinemas. After the movie, they could directly sign up to be organ donors. Also we filmed the whole process and spread it on TVC and social media.

2017.4.1 In the Cathay Cinema Shanghai, we delayed the movie without the audience’s notice. 15 minutes passed, people became anxious because of waiting for film. At this time we played our video. It showed the real patients who were waiting for organ donation anxiously like this every day. Every day 800 of them will die due to not waiting until receiving lifesaving organs. No one can wait any more. We let the audiences experience the feeling of waiting. This video was played in this way in different cinemas. After the movie, people could directly sign up to be organ donors. Also we filmed the whole process and spread it on TVC and social media.