Organ donation can be an uncomfortable topic and for some countries, like Japan, it is a particularly sensitive area and rarely discussed. This gap in awareness means that many do not receive life-saving donations – and children, in particular suffer from a shortage of donors more than most of the population. Second Life Toys is an organization in Japan that’s using a clever and endearing TWIST to raise awareness about organ donation for children.

They take donations of loved but no longer needed, injured, used plush toys and perform “transplants”, making them whole again. This campaign not only raises awareness in general, but also helps children gain a better understanding about transplants in a way that they can instantly relate to, with the comfort of new-found toy friend.

When you become a “donor” and donate your own unwanted stuffed toys you’ll receive a letter of thanks from the “recipient” telling you how your donation has helped them.

Second Life Toys took a painful, taboo topic and TWISTED with a beautifully simple idea – re-furbish donated toys to explain and promote organ donation – to make a big impact and lessen the information gap.

Is there an information gap preventing your customer from understanding what your business or non profit has to offer? What beautifully simple item could you TWIST with that would make your customer feel more at ease?

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Finding the right TWIST can help your brand innovate and deliver. In TWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand School program. Pick up your copy today.

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Julie is the Founder and CEO of BrandTwist, a brand consultancy that helps entrepreneurs and corporations build stronger, more profitable brands.


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