liveon singapore
brief:
In Singapore, citizens are automatically registered as organ donors unless they opt out via a form. LiveOn is a local organization dedicated to organ donation and thus seeks to discourage people from doing so.
insight:
Opting out as a donor could make the difference between a fellow Singaporean’s life and death.
We wanted people to see the true implications of their choice.
At 21, every Singaporean receives an official form via the mail. Opting out of donorship is as simple as signing it and mailing it back.
We attached a sheet of carbon paper behind every form before they were mailed out, so signees would simultaneously be putting their signature on a mock death record certificate. By confronting people with the potential consequences of their choice in such a visceral way, it dissuaded many from opting out.
