Green Ribbon Project Committee: Second Life Toys

This case study explains how Green Ribbon Project Committee, a non-profit organisation, increased awareness of organ donation amongst children in Japan by performing 'organ transplant operations' on toys.

Campaign details

Brand/Sponsor: Green Ribbon Project Committee

Title: Second Life Toys

Campaign Scope: international_core

Campaign Cost: low-budget (under $100,000)

Advertising Agency: Dentsu Inc.

Product Type: Public Health

Campaign Start: 01/01/2016

Campaign Ends: 12/31/2016

Campaign Ran: Japan

Campaign Description: brand repositioning or restaging

Campaign Summary

The number of child donors is significantly low - especially in Japan. Less than 10 organ transplant operations take place annually. The number is deficient. We had to communicate with parents and increase the potential number of organ donors. To enable this, we introduced transplant operation...

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