Brand Experience and Activation > Culture & Context

PAPER ORGANS

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

Awards:

Bronze Spikes Asia
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Overview

Credits

OVERVIEW

Why is this work relevant for Brand Experience & Activation?

Paper Organs allows the relatives of donors to perform the 'Joss Paper Burning' ritual in the context of Taiwanese funeral culture, symbolically sending the organs to the departed donor to ensure a complete transition into the afterlife. More than just an innovative product, Paper Organs provides a cultural experience for living relatives to commemorate and mourn the donor. We have specially designed an experience that aligns with Taiwanese customs, offering solace and addressing the emotional void within their hearts.

Background

Many Taiwanese are opposed to organ donation and are reluctant to sign consent forms. The issue of organ donation in Taiwan is not merely a medical concern but also a cultural one. In traditional Chinese culture, there is a belief that individuals who undergo organ donation may be unable to ascend to heaven. This traditional perspective has become the major obstacle to promoting organ donation in Taiwan. Even though people may be aware that consenting to organ donation is a benevolent act, many are still unwilling to sign organ donation consent forms.

Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.

In various Chinese religious traditions, including Buddhism, Taoism, Confucianism and folk beliefs, the concept of "body must remain intact to ascend to heaven" is prevalent. This belief is deeply ingrained in the minds of Taiwanese people. Donating organs is seen as making the body incomplete, which is a significant reason why many Taiwanese individuals hesitate to support organ donation.

Taiwan has a unique funeral custom known as "Joss Paper Burning". People believe that creating paper money, houses, clothes, and other paper replicas, then burning them in temples during rituals, allows these items to be sent to the deceased.

The issue of organ donation is closely tied to the religious and funeral customs of Chinese culture. We believe that incorporating and aligning with these familiar customs can provide reassurance to those who hold these beliefs, encouraging them to be more willing to engage in organ donation.

Describe the creative idea

Paper Organs is an innovative product designed to allow donors to adhere to the cultural practice of "body must remain intact". Collaborating with Taiwanese artist Chen Wen-tai, traditional paper art techniques are employed to craft organs such as heart, lungs, kidneys, liver, corneas, and more. This enables the donor's family to conduct a burning ritual for Paper Organs after the donor's passing. Following the funeral custom of "Joss Paper Burning", these paper-made organs are sent to the donor in the afterlife.

Paper Organs become a cultural symbol for breaking taboo in organ donation. The design aims to provide reassurance to organ donors, comfort to their families, and shift the public's attitude, eliminating the fear associated with organ donation. Beyond functionality, we prioritize user experience, incorporating "emotional design" in the design process. By aligning with local culture and public perception, the product ensures readability and accessibility for users.

Describe the strategy

We use cultural customs to eliminate the pain caused by cultural customs. Utilizing the tradition of ‘Joss Paper Burning’, we create Paper Organs to break ‘body must remain intact’ taboo. This genuinely soothes the grieving feelings of the donor's family, aiding many relatives who find themselves in profound pain to break free from such thought patterns.

Describe the execution

Paper Organs debuted at the National Taiwan University Hospital, the country's largest organ donation center, as part of the "Rebirth Paper Art Exhibition". Taiwan Organ Sharing Registry Center has announced the official integration of Paper Organs into the existing "Organ Donation Promotion Program" and "Organ Donor Family Care Program" and have commenced large-scale production of Paper Organs. As of July 2023, 11 hospitals have joined the program and begun offering Paper Organs. Relatives are now eligible to apply Paper Organs from the hospital, or can place orders through local funeral homes.

Volunteers and nurses, stationed at key signing stations, help introduce Paper Organs to the public, emphasizing its significance in preserving the body intact after organ donation and allowing ascent to heaven after death. Simultaneously, hospitals facilitate a streamlined process to assist donor’s families in conducting the burning ritual for Paper Organs, dedicating them to the donors in the afterlife.

List the results

Paper Organs breaks the taboo in organ donation, reversing negative perceptions in Taiwanese society and enabling more confident public participation in signing organ donation consent forms.

The annual organ donation consent signing rate increased by 28%, the highest in the past five years, with over 3,400 forms collected during the exhibition.

Collaboration with 11 organ donation-executing hospitals was established as part of the organ donation promotion program.

Since the release of Paper Organs until December 15, 2023, 332 sets of paper organs were distributed within six months, including 42 hearts, 15 lungs, 113 kidneys, 69 livers, and 93 corneas. (Annual average for organ donations in Taiwan over the past five years: 859)

Following Paper Organs' release, positive discussions about "organ donation" on social media increased by 411%, overturning the negative perception in Taiwanese society.

(Source: OPView, 2023/01-2023/12, Taiwan)

Please tell us about the cultural insight that inspired the work

In various Chinese religious traditions, including Buddhism, Taoism, Confucianism and folk beliefs, the concept of "body must remain intact to ascend to heaven" is prevalent. This belief is deeply ingrained in the minds of Taiwanese people. Donating organs is seen as making the body incomplete, which is a significant reason why many Taiwanese individuals hesitate to support organ donation.

Taiwan has a unique funeral custom known as "Joss Paper Burning". People believe that creating paper money, houses, clothes, and other paper replicas, then burning them in temples during rituals, allows these items to be sent to the deceased.

The issue of organ donation is closely tied to the religious and funeral customs of Chinese culture. We believe that incorporating and aligning with these familiar customs can provide reassurance to those who hold these beliefs, encouraging them to be more willing to engage in organ donation.

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