‘A One-Man Basketball Team’ confronts organ donation taboos in China

The China Organ Donation Administrative Center witnessed progress in organ donation rates after advocates from Tencent and Loong tracked five recipients down to execute an unusual basketball-themed stunt.

Campaign details

Award name: ROI FestivalAward category: Integrated MarketingAward level: Grand Prix 2019Brand: China Organ Donation Administrative Centre (CODAC)Brand owner: China Organ Donation Administrative Centre (CODAC)Participating companies: Loong and Tencent Charitable FoundationCampaign name: ‘A One-Man Basketball Team’Industry category: Public ServiceRelease date: November 2018Budget: RMB 5-10 millionCountry: China

Background

There are 300,000 ill patients waiting for organ transplants every year, but China has one of the lowest organ donation rates in the world, with a supply-to-demand ratio of 1:30. China...

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