Health and Wellness > Health Services & Corporate Communications

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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Overview

Credits

OVERVIEW

Why is this work relevant for Healthcare Product Innovation?

Hear My Last Wish (器捐聲紋卡) revolutionizes the organ donation process, eliminating family's final consent as a barrier.

In Taiwan, written consent doesn't ensure organ donation success; family refusal often blocks it at the final stage. Hear My Last Wish allows families to hear donors' wishes after they‘ve passed away, persuading families to honor their wishes.

This accelerates the lengthy wait for organ donation, improves the healthcare of organ recipients, and provides them with opportunities for a new life. Ultimately, it's a simple yet powerful solution to a huge national problem, transforming the process to be faster and more effective.

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.

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.

Currently, during the negotiation phase with families, coordinators often struggle to persuade them. Our client is looking for a solution or tool that can empower coordinators to convince families.

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

Describe the creative idea

After conducting research for six months, including 10 workshops and interviews with over 20 doctors, 150 volunteers, and 30 coordinators to understand the organ donation process, the current process is: The donor passes away > Negotiate with family in the negotiation room > Notify the donation center > Perform transplant surgery. These steps must occur within 4-36 hours to maintain organ viability. Without knowledge of the deceased's wishes, this adds pressure and resistance.

In designing this solution, we consider the cultural taboos common in Taiwan, where 78% of individuals are unwilling to disclose their organ donor status to their families. Since prior notification during the donor’s lifetime is difficult to achieve, what about after death? Therefore, we enable organ donors to inform their families after they have passed away, utilizing their pre-recorded messages to encourage final consent. This is a simple yet powerful service that has never been offered before.

Describe the final product

Hear My Last Wish is a voiceprint database that preserves the heartfelt messages of organ donors, allowing their unheard voices to resonate with their families. Integrated seamlessly into official consent forms, donors can scan the QR code included in the forms to access the service. They can then record their personal voice messages, lasting up to 10 minutes, which are stored along with their consent forms in the National Health Insurance Database.

This database links the organ donation center, the government, and hospitals, enabling hospitals to retrieve the donor's voice when necessary. Donors themselves can access their voiceprint records through the National Health Insurance App.

Using Hear My Last Wish, these recordings are played directly for the donor's family in the negotiation room. This serves as a simple yet powerful means of communication for their families.

List the results

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.

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