Many Malaysians pay little heed to statistics, especially when it comes to organ donation. Adopting a new approach, Y&R Kuala Lumpur appealed to people's emotions instead. They created a booklet containing the stories of eight organ recipients. The concertina-folded handout features eight different die-cuts, each illustrating a single organ donation. On the booklet's final page, readers learn that each of the eight donations was made possible thanks to Jonathan, a single organ donor who passed away.
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