When it comes to the idea of organ donation, Taiwanese people often entertain the stereotypical concept that people should hold “complete” bodies after dying. This campaign aims at changing this thinking. On a cognitive basis, the concept was to alter the conception of “lack”. Therefore, “Less is more” is based on the idea of representing organs suitable for donation by actual physical products, thereby personifying or substituting them metaphorically. Thus, the organs became heart-shaped candles that warm our body, kidney-shaped teabags that filter out waste, and the soft liver that rids the body of toxins.
[Red Dot: Junior Award]
National Taiwan University of Science and Technology, Taipei
Chia-Jung Yen, You-Chun Siè, National Taiwan University of Science and Technology