Audio & Radio > Innovation in Audio & Radio

HEAR MY LAST WISH

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

Awards:

Shortlisted Cannes Lions
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MP3 Original Language
Demo Film
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Overview

Credits

OVERVIEW

Why is this work relevant for Audio and Radio?

Hear My Last Wish (器捐聲紋卡) is a voiceprint database that stores the voices of organ donors, allowing their last wishes to be shared with their families. This solution aims to increase the number of successful organ donation cases in Taiwan. Each audio recording from organ donors serves as a simple yet powerful means of communication for their families, representing the potential for successful organ donation. Through the mechanism of Hear My Last Wish, these recordings are played directly for the donor's family, enabling communication that may have seemed impossible.

Please provide any cultural context that would help the Jury understand any cultural, national or regional nuances applicable to this work.

In Taiwan, people rarely discuss organ donation, especially older generations who see it as taboo. This is different from many other countries. Our cultural beliefs make death-related topics sensitive and often cause conflicts within families. Around 78% of donors don't tell their families about their decision.

However, due to the family consent requirement when donors pass away, organ donation transcends personal choice to become a family decision.This makes things complicated because families often aren't sure what the person who passed away wanted.

In fact, the requirement for final family consent in the organ donation process is a common challenge faced by other 32 countries, including Taiwan. Driven by doubt and grief, this skepticism often leads to families declining consent. As a result, up to 99% of families might refuse, leading to organ donation failures.

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 say yes to organ transplant.

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! 

Background:

In Taiwan, 11,353 people await organs, with 3 individuals passing away each day due to the inability to find suitable organ matches. However, Taiwan isn't lacking suitable donors; rather, it often faces family refusals at crucial moments.

The Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center has been working hard to find solutions to the problem of family refusals. We need to help families honor the wishes of potential donors.

Our objective is to ensure that more organ donation cases succeed and are not rejected by families.

Describe the Impact:

Our biggest success is official integration of Hear My Last Wish into the national organ donation signing and execution process by the Taiwan government. Now, all 42 hospitals are actively collaborating and using our tool.

- 127% increase in organ donation consent signings, with over 84% of potential donors recording Hear My Last Wish, creating more than 3562 voiceprints by December 2023.

- Highest record in 10 years, with a 34.6% growth from last year of organ donation successful cases in 2023.

- 300+ organ donation signing stations with Hear My Last Wish have been established nationwide, reaching a total of over 50,000 individuals per day.

- 1 million+ views of the thematic video featuring actor Liang Xiushen

- $1.2 million+ generating exposure value, received coverage from over 20 media outlets.

- 19,000 attendees, with a total of 1,262 people recording their voiceprints at Hear My Last Wish special exhibition.

Please outline the innovative elements of the work

Hear My Last Wish revolutionizes the entire organ donation process, eliminating family's final consent as a barrier.

In Taiwan, written consent alone doesn't ensure organ donation success; family refusal often blocks it at the final stage. Hear My Last Wish offers a unique, simple yet powerful service, allowing family members to hear donors' wishes after they die through audio recordings during crucial decision-making moments. Compared to written text and visuals, the audio format proves to be the most impactful medium, addressing both functional and emotional aspects. Each Voiceprint serves as a direct and compelling message from the donor, persuading family members to honor their wishes.

Moreover, 32 countries, like Taiwan, require final consent for organ donation from the family. We believe that Hear My Last Wish can revolutionize organ donation processes worldwide, pointing towards an inspiring direction for reform.

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