'Second life toys' - Green Ribbon Campaign - Japan

Lack of child organ donors is a worldwide problem but particularly so in Japan where only 2% of those who require an organ managing to get a successful transplant.

One of the key issues is the lack of discussion of this uncomfortable topic.
Green Ribbon Campaign collected unwanted toys and gave them a second life with a transplant from other unwanted toys and distributed them to children throughout Japan.

Coverage in more than 90 media channels led to a 30% increase in donor registrations.