|Title||A TEAM OF ONE|
|Brand||TENCENT, CHINA ORGAN DONATION|
|Product / Service||ORGAN DONATION|
|Category||E04. Live Advertising & Events|
|Entrant||LOONG Beijing, CHINA|
|Idea Creation||LOONG Beijing, CHINA|
|Media Placement||TENCENT MARKETING SOLUTION Shenzhen, CHINA|
|Production||FILMPLEXE PRODUCTION HOUSE Beijing, CHINA|
|Jacky Lung||Loong||Founder and CCO|
|Tengtao Yuan||Loong||Art Director|
|Weijia Yang||Tencent Marketing Solution||Senior Brand & PR Director|
|Ivor Xu||Tencent Maeketing Solution||Senior Brand Manager|
|Yanyan Yang||Tencent Marketing Solution||Senior Creative Consultant|
We found five organ recipients of Ye Sha. They formed a team named after him.The organs they received are pictured on their jerseys and the number made up the date 4/27/2017, the day the donor died. We put the story on China's biggest social platform WeChat with a challenge letter to China Basketball Association (CBA) and Yao Ming, Chairman of CBA. With 70,000 signatures behind its back, the message was put on the table of CBA. In the end, they agreed to a friendly match during the Women's Chinese Basketball Association (WCBA) All-Star Game. On January 27,2019, during the game, the team had just three shots, but they received warm applause from the audience, including Yao Ming. 408 media agencies covered the campaign with 1335 reports in 3 months. In response, more than 150,000 people registered as voluntary donors, which was a a 4 times increase compared with 2017.
While organ donations and their subsequent transplants are a popular process in western countries, that's not the case in China. China banned transplant of organs from executed prisoners in 2015, and voluntary donation have been the only source. However, many are against the procedure due to cultural beliefs. In China many conservative elderly people still insist on the Chinese tradition of burying the dead intact. Many people have hardly even heard of organ donation. Every year about 300,000 Chinese are on waiting lists to receive organ transplants, but only just over 16,000 receive transplants each year. The ratio of demand-to-supply is 30 to one. We aim to boost voluntary donations and promote awareness of the cause.