In a world-first initiative, Publicis Groupe Taiwan has launched “Hear My Last Wish,” a revolutionary platform that empowers potential organ donors to express their final wishes directly to their families at a critical moment: when consent for donation is most needed. This innovative approach tackles the crucial issue of family consent, a significant barrier to organ donation in many countries.
A Pressing Need
Taiwan, like many nations, faces a critical shortage of available organs for life-saving transplants. Despite over 10,000 people desperately waiting for organ donations, only 1,000 transplants occurred between 2020 and 2022. This disparity is further compounded by a cultural belief in maintaining bodily integrity after death, leading to a staggering 99% veto rate on organ donation by family members.
The Power of a Voice
“Hear My Last Wish” disrupts this cycle by leveraging the power of personal voice recordings, or “voiceprints,” to bridge the emotional gap between life and death. Potential donors can record heartfelt messages expressing their wishes for organ donation. These secure recordings are then stored within Taiwan’s National Health Insurance Database, accessible only during the crucial window for family consent.
Positive Impact and Expansion
“These very personal voiceprints resolve the biggest challenge facing organ donation in Taiwan: family consent,” says Kevin Yang, CEO and Chief Creative Officer at Leo Burnett Taiwan. “‘Hear My Last Wish’ is designed to help families to make an incredibly difficult decision and feel positive about giving consent. It uses creativity with respect to cultural sensitivity to transform an established system and encourage behavior change.”
The initiative has seen tremendous success. Launched in June 2023 and officially incorporated into Taiwan’s organ donation regulations, “Hear My Last Wish” has garnered over 3,500 recorded voiceprints by December 2023. Remarkably, Taiwan witnessed its highest organ transplant success rate in a decade, exceeding 1,000 transplants in 2023, a remarkable 33% year-on-year increase.
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A Model for the Future
Publicis Groupe Taiwan is committed to maximizing “Hear My Last Wish” impact. In 2024, Starcom, Digitas, and MSL will collaborate on a comprehensive online and real-world campaign to further elevate platform awareness and encourage participation.
Irene Chang, CEO, Publicis Groupe Taiwan, explains: “Publicis Groupe Taiwan is connecting all our diverse specialties and resources to continue raising the awareness and acceptance of ‘Hear My Last Wish’. In 2024, Starcom, Digitas and MSL will develop an extensive online and real-world experience to maximize the platform’s significance.”
This groundbreaking initiative by Leo Burnett Taiwan serves as a powerful model for the global organ donation movement, demonstrating the transformative power of creative solutions in addressing critical social issues.
Record your wish and learn more: https://www.organ-donation-voice.tw/sign-in
