TitleSecond Life Toys Intro
BriefThere is an organ donation crisis worldwide, but Japan is particularly badly hit, especially when it comes to child donors. In order to raise awareness of the problem, The Green Ribbon Project and its agency launched a campaign encouraging children and their parents to send broken toys. The toys were given a highly visible fix using a donated part from another toy. The toys got a “second life” and via a website became a simple means of explaining the importance of organ donation.
Agency
Campaign Second Life Toys
Advertiser Green Ribbon Campaign
Brand Green Ribbon Campaign

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Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
StorySubscribers Only
Media Type Television & Cinema
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