In order to proliferate the understanding of organ transplant operation for parents, 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 recepient 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 recepient.

We launched the website on December 28th, 2015. Since then, we have gathered recepient toys and donor toys, and operated numerous transplant operations for toys, and conveyed the meaning of organ transplant to the people. The transplanted toys were displayed online, which were then used for PR, and resulted in gaining public attention from various media. Moreover, through this attention, we have had Japanese celebrities, such as top Olympic athelete, musician, politician, and actresses to join the cause, approve and endorse our campaign. Companies, too, joined and expanded the message of this campaign even further.

Not just various media, but individuals including Japanese celebrities, to list few, such as award winning actresses, olympic athlete, top reggae musician, and metropolitan politician are approving this campaign and successfully created awareness on social media. Not just approving the campaign, but they have donated their precious toys. According to a research conducted by the Japan Organ Transplant Network, the number of people declared willing to offer their organs for transplant has increased 130% since the launch of the project. Moreover, the number of organ donor (after cardiac arrest) has increased 137% compared to the previous year. According to an agency research, after the launch of the campaign, the recognition of organ donor card increased by 19%. And people actually stating their will for the usage of their organs for transplant have increased by 9%. People who have spoken about the topic with their families have increased by 8%.