Brief Explanation

There are over 500 patients waiting for organ transplants in Singapore. In addition over ten thousand Singaporeans opt out of being organ donors every year. The National University Centre for Organ Transplantation (NUCOT) performs over half the transplants in the country. They wanted a compelling message that would inspire Singaporeans to support organ donation. So we created a message that works just like organ donation: “Donated Voices” is an appeal to support organ donation that is cut together from old recordings of deceased voice artists.

Results and Effectiveness

“Donated Voices” became a simple but powerful way to illustrate the power of being an organ donor. It was broadcast on radio and posted online where it has so far received over 18 000 views. Singapore has a long way to go to ensure that there are adequate donors but “Donated Voices” has helped contribute to an important dialogue to raise awareness about an often overlooked but crucial issue.

Creative Execution

Permission was obtained from the families of the deceased and we searched through 30 hours worth of old recordings to piece it together. A total of 60 hours of audio engineering was required to create the final message. The scriptwriting process was particularly challenging as the script needed to be constantly rewritten based on what words were available. We broadcast on national radio on rotation throughout 2015. In addition NUCOT posted it on their YouTube channel. It has so far gotten 18 000 views.

Insights, Strategy and the Idea

Our target audience are Singaporeans over the age of 21. 21 is the legal age whereby Singaporeans are allowed to opt out of organ donation. Through interacting with many young people and prospective donors, NUCOT discovered that many Singaporeans feel uncomfortable with the idea of being organ donors. NUCOT determined that to reach people like this, they needed a bold message that celebrates and demonstrates the power of organ donation.