Red Cross - CALL FOR MERIT
(Created during my time at Monday People, Bangkok)
THE WHOLE IDEA IN ONE SENTENCE : "HELP THE DEAD MAKES THE FINAL MERIT WITH A CALL"
Thais have the superstition that giving away one's organ will turn one into a cripple in his/her next life. This superstition has complicated the organ donation process in Thailand. When a donor passes away, his/her family often refuses to call the Red Cross staffs to pick up the organs.
On the other hands, Thais also believe in gaining merit from doing good deeds. However, most modern Thais are too busy to do much good deeds while they are still alive. We turn this particular insight into an exhibition center around this particular belief to offset the negative superstition. The exhibition shows how giving an organ is like giving a life back to someone, which is the greatest merit one could ever perform. By simply making a call, the family members can help their deceased loved one to perform one last great merit.
The exhibition featured videos of actual organ receivers who sprung back to life as soon as the phone is picked up, and they would narrate their stories as well as the campaign's message.
The campaign's information brochure
The campaign's information poster