The Problem
Organ donation saves lives — but living donors, who give part of themselves to help a loved one, rarely receive the recognition they deserve. The National University Hospital wanted to spotlight these silent heroes and the profound, ongoing impact they have on recipients’ daily lives.
The Insight
When you give an organ, you don’t just save a life.
You stay part of it — every step, every move, every joy.
Recipients carry a part of their donor into every moment that makes life worth living.
When you give an organ, you don’t just save a life.
You stay part of it — every step, every move, every joy.
Recipients carry a part of their donor into every moment that makes life worth living.
The Story We Told
We created “Part of Me,” a campaign that used real transplant pairs — living donors and their recipients — and captured them in a series of stop-motion visual executions. Each showed the recipient doing their favorite activity (basketball, badminton, dancing) with a literal helping hand from the donor.
We created “Part of Me,” a campaign that used real transplant pairs — living donors and their recipients — and captured them in a series of stop-motion visual executions. Each showed the recipient doing their favorite activity (basketball, badminton, dancing) with a literal helping hand from the donor.
This subtle, poetic presence of the donor in each frame turned a medical miracle into something deeply human — a reminder that donation isn’t just an act of saving, it’s a lifelong connection.
Their personal stories accompanied each visual, adding emotional depth and reinforcing the truth: when you become a donor, you don’t disappear — you stay with them, forever.
The Outcome
“Part of Me” resonated strongly both online and in print, generating conversation about living organ donation in a way that was emotionally resonant, visually distinctive, and deeply respectful. The campaign helped reframe the idea of organ donors not just as givers of life, but as ongoing companions in the lives they’ve helped save.
Agency: MullenLowe Singapore
Creative Director: Erick Rosa
Copywriter: Guy Lewis
Art Director: Andrew Ho, Martin Coppola
Client: National University Hospital
Photography: Alvin Tan / Teo Studio
Illustration: Evan Lim / The Rabbit hole Digital Imaging