| Title | ONE DAY MEMORIAL PARK PROMOTION |
| Brand | KOREAN ORGAN DONOR PROGRAM |
| Product / Service | BORN AGAIN CAMPAIGN |
| Category | A01. Use of Promotional Events & Stunts |
| Entrant | McCANN WORLDGROUP KOREA Seoul, SOUTH KOREA |
| Entrant Company | McCANN WORLDGROUP KOREA Seoul, SOUTH KOREA |
| Advertising Agency | McCANN WORLDGROUP KOREA Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Junghyun Ashley Shon | McCann Worldgroup Korea | Vp/Executive Creative Director |
| Eunyoung Choi | McCann Worldgroup Korea | Copywriter |
| Soowon Chang | McCann Worldgroup Korea | Art Director |
| Sungsim Lee | McCann Worldgroup Korea | Art Director |
| Jangho Lee | McCann Worldgroup Korea | Art Director |
| Namgil Kim | McCann Worldgroup Korea | Senior Producer |
| Sungjo Kim | Director |
As a part of Born Again Campaign, On September 13th, Korean Organ Donor Program created “One-day Memorial Park” in Olympic Park, Seoul to increase awareness of the organ donation and encourage after-death organ donation. Most organ donors do not have tombstones because after being cremated, their ashes are scattered or placed in columbarium. For them, the Korean Organ Donor Program has made a beautiful tombstone. Families and friends of organ donors were participated in this campaign and share their touching stories and did walking events etc. September is autumn and the weather is beautiful in Korea. And many families went out for picnic. On September 13, Olympic Park was also crowded with families, lovers and people, and they were visited and had seen our “One-day Memorial Park” campaign. And those were interested in “organ donation” and many of them submitted their organ donation pledges.
To increase awareness of the critical role of organ donation and encourage after-death organ donation to Koreans hesitating organ donation because of Confucian influence. In September—Korea’s peak picnic season—the Korean Organ Donor Program created a ‘One-day Memorial Park’ to share the touching stories of organ donors in an uplifting ambiance.
The campaign targeted families of people who donated their organs after dying of unforeseen accidents as well as their families and others who are aware of and considering organ donation. Through the “Born Again” campaign implemented at the “One-day Memorial Park,” many people submitted their organ donation pledges: There were over 1,000 participants and around 200 people pledged to donate their organs.
On September 13th, “One-day Memorial Park” was created in Olympic Park, Seoul in commemoration of organ donors. Headstones were made with pictures of the donors and their stories were shared to celebrate their lives and sacrifices. The “Born Again” campaign aims to help people understand that the courageous lives of organ donors continue in the lives of others—as many as nine in some cases.