Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center / Taiwan / 2024Experiential · Design & Packaging
Paper Organs.
A Taiwanese organ donation campaign that reframed donation through joss paper burning, a familiar folk ritual for honouring the dead.
- Brand
- Taiwan Organ Sharing Registry and Patient Autonomy Promotion Center
- Agency
- Leo Burnett Taiwan
- Market
- Taiwan
- Region
- Global
- Year
- 2024
The challenge
In Taiwan, leaving the body incomplete after death is widely seen as taboo, which holds back organ donation.
The idea
The team crafted paper organs modelled on traditional joss paper offerings, after more than 20 prototypes with a paper artist. They launched with an art exhibition at National Taiwan University Hospital, giving donor families a culturally familiar way to honour their loved ones.
Case study source: Activation Ideas Source ↗
