Why is this work relevant for Media?

Energy Monster, China’s largest mobile power-bank sharing company, the China Organ Transplant Development Foundation (COTDF) together with Love & Hope Donor Register Platform teamed up to give much needed awareness on organ donation. Media planning and delivery is influenced by high performing digital channel recommendations. This campaign reminds us of how important emotional context, placement and partnership is in creating impact. This partnership made young people both aware and willing to donate ‘where’ they are most emotionally vulnerable, and not just when-. More than thirty hospitals enrolled 20k donors in 3 weeks.

Background

“Many critical patients have been waiting for organ transplantations for a long time. The patients who are successfully matched are very lucky. We hope that this initiative will offer more opportunities to increase the number of successful matches.” - Hongtao Zhao, VP and Secretary-General of China Organ Transplantation Development Foundation. In a country of 1.4 billion people, only 4.53% are registered donors per million people (PMP). China’s organ donation rate is one of the lowest in the world. However, 56% of people surveyed claim they are willing to donate organs to help others in need, they just do not know how, or they are held back by taboos associated with posthumous organ removal, traditionally frowned upon. Energy Monster, China’s largest mobile power-bank sharing company, the China Organ Transplant Development Foundation(COTDF) and Love & Hope Donor Register’s marketing objective was to raise awareness of China’s acute organ shortage.

Describe the creative idea / insights (30% of vote)

China’s older generation is typically averse to organ donation because of cultural taboos. The focus therefore was on the young and able who are not heavily inclined to follow tradition. While they are willing to register to donate, research showed they were unaware on ‘how’. Energy Monster, the COTDF and Love & Hope Donor Register used this insight to make the young both aware and willing to donate ‘where’ they are most emotionally vulnerable to attack the ‘how’. “Share The Power of Life” power-banks were launched on China’s Organ Donation Day 2020. Produced in six different designs each power-bank highlighted the most sought-after organs and welcomed hospital visitors to learn about a nation’s plight for organ donation and invited them to register themselves as organ donors as well.

Describe the strategy (20% of vote)

China’s older generation is averse to organ donation because of cultural taboos. The focus therefore was on the young and able who are not inclined to follow tradition. While willing to donate, research showed they were unaware on how. Energy Monster, the COTDF and Love&Hope Donor Register developed upon this insight to make the young both aware and willing to donate ‘where’ they are most emotionally vulnerable. Mobile phone penetration in China is one of the highest in the world. Waiting times at hospitals in China’s public hospitals can be a laborious and painstaking process. The need for wireless internet access and charged batteries is commonplace under these conditions. Also, common place is active participation in China’s sharing economy. China has one of the largest number of participants in the sharing economy from batteries, bikes, cars, and second-hand marketplaces. Sharing life became a more receptive approach to communicating organ donation.

Describe the execution (20% of vote)

We chose June 11, 2020, China’s Organ Donation Day, to deploy “Life-Sharing” Monster Energy Power Bank Stations at hospitals in 30 cities across China. Each power-bank was designed to represents an in-demand organ, and each station designed to fashion a medical equipment case. On activating a power-bank personalized QR-code, potential donors were educated on acute organ shortage and were invited to register to donate. The selective location of the Power Bank Stations benefitted from the emotional and contextual. Hospital visitors are not only more willing to give but need to recharge mobile phone during extended hospital visits to keep connected with loved ones. EM’s selective placement of the Power Bank Stations served as the primary channel of communications. With campaign’s success in 2020, it was replicated on 2021 Organ Donation Day. achieving 8,567 new donors registered on the Day and accumulating to 107,037 registered volunteers before the end of June.

List the results (30% of vote)

This initiative outperformed expectations: - Earned Impressions: *One-Day Target: 10,000 *21-Day Results: 20,000,000 - Audience Educated on Acute Organ Shortage: *One-Day Target: 10,000 *21-Day Results: 200,000 - Registered Donors in 2020: *One-Day Target: n/a *21-Day Results: 20000+ - Registered Donors in 2021: *One-Day Target: 8567 *21-Day Results: 107,037 Leading media comments: “The campaign shows the positive relationship between tech and humans.” Sina Tech. “This is the energy we share for saving more lives in the future.” Tencent “Where tech creates the human touch, we see a next level charity campaign.” Sohu.com Regardless of monetary impact, one cannot price life. The impact on families and friends of a donor recipient is infinite and incalculable. In 2007, the price of a human kidney on the black market was priced at RMB 350,000 (then US$ 50,000). Applying this, we estimate an undocumented organ marketplace of RMB 10.7 billion in three weeks.