The Problem
The National University Centre for Organ Transplantation performs life-saving liver and kidney transplants between living donors and recipients. They wanted to strengthen their relationship with donor couples and inspire them to become vocal advocates for organ donation.
The Insight
Every donor couple shares something deeply personal—a scar. It’s not just a surgical mark, but a permanent symbol of selfless love, sacrifice, and the bond created through organ donation.
What if that invisible connection could become a visible statement?
The Story We Told
To honor their bravery and commemorate their journey, we designed a pair of rings—modeled after the unique shapes of the scars left behind from surgery. These rings weren’t just jewelry. They were forged from empathy, precision, and care.”
Each donor couple received a pair of rings as a personal gift from the hospital. Crafted by a jeweler using the donor’s actual scar pattern, the rings became tangible reminders of a life-saving act—and a conversation starter about the power of organ donation.
The Outcome
The Donor Rings helped the hospital celebrate living donors in a deeply meaningful way. By transforming scars into symbols of pride, the campaign reinforced the emotional impact of donation and turned each couple into visible, vocal advocates for the cause.
Agency: Lowe & Partners Singapore
ECD: Erick Rosa
Creative Director: Sheng Jin, Daniel Kee
Copy Writer: Guy Lewis
Art Director: Andrew Ho, Martin Coppola
Producer: Vannesa Hurst
Film Producer: Andy Lam
Illustrator: Purplelab
Photography: Alvin Tan / Teo Studio