Organ donation is about more than just a legislative act. Beyond the moral, logical and legislative debate, it comes down to individual lives, families and an entire society grappling with deep-seated emotional issues. The statistics tell a story that is both poignant and challenging in Singapore:

In Singapore, legislation (the Human Organ Transplant Act or HOTA) was enacted to make donated organs more readily available. However, as these organs must be harvested quickly, many find this a struggle: Overcome with grief at losing someone cherished, they are reluctant to give their loved one away.

The Challenge

You can’t remove by logic what is not placed there by logic in the first place. Beyond the legislative act, we needed to engage Singaporeans emotionally and socially; to help them see how organ donation could benefit not just recipients, but the donors’ loved ones too. Through the selfless act of organ donation, they could gain comfort from the fact that their loved ones’ lives were not lost in vain; and recipients would get a second chance to pursue a meaningful life. The challenge was to move individuals, families and an entire society to what lies at the heart of a legislative act.

The Idea & Execution

When it comes to organ donation, we often think about the people (donors) who lost their lives but not enough about the people (recipients) who can live on because of someone’s act of giving.

DDB created a campaign based on an emotional selling point: Live On. We turn an act of law into an act of love for life. We told the stories from the view point of actual recipients, who could live on because of others’ support for the organ transplant act. In print and on TV, we showed how those given a second chance at a healthy life had a newfound love and respect for life; not merely because they could now accomplish big hopes and dreams, but also for the small, mundane things we often take for granted in daily life.

The persuasion was no longer just rational, but emotional. Live On, a social movement, was born. Its symbol was a bright yellow flower; full of life and blooming with endless possibilities.

This movement was launched at Vivocity on 1 November 2008 by Health Minister Mr Khaw Boon Wan and celebrity spokesperson Gurmit Singh, and attended by recipients, families of donors, and supporters from all walks of life. It will continue to sway supporters through various heartland events.

The Results

A change in perception is beginning to fill the air, with the launch of the movement. In fact, over 6,000 Singaporeans pledged their support for organ donation at the event. This has become a campaign most positively covered by the media; an estimated PR coverage of S$221,402.92. We have helped turn HOTA from pure legislation to an emotional and social cause supported by a country. It shows the sensitivity and sophistication of Singapore’s health authority in taking to social marketing. It also shows how DDB put mind, heart, soul and advanced marketing to work for the nation.

If you’d like to find out more,
drop me an email: david.tang@sg.ddb.com