Lack of child organ donors is a worldwide problem, especially in Japan. But very few people are talking about it. There are 14,000 children in Japan waiting for organs, but only 300 receive transplants every year. To create awareness about this Togo Kida at Dentsu and a colleague created Second Life Toys. They took toys that were broken and no longer played with and gave them necessary transplants. The toys act as a representation of lives saved through organ transplants. Those who donate toys to the kids will receive a letter of thanks from the kids. So not only are you creating awareness, but you're also giving toys to kids who could use a little happiness in their lives. What a great idea.
For more information, go to Second Life Toys.

Agency: Dentsu Executive Creative Director Yasuharu Sasaki Creative Director Togo Kida Creative Director Akira Suzuki Art Director Taiki Kawase Copywriter Kenta Isobe SparePocket Producer Satoshi Kuno Amana Producer Hayato Satomi Amana Producer Ikuko Hirata Freelance Plush Toy Artist Momo Kanai Taki Corporation Designer Masami Odawara Taki Corporation Designer Yuki Demura Taki Corporation Designer Aoi Ohara Taki Corporation Producer Shungo Kanazawa Taki Corporation Producer Yotaro Takahashi Impact Taki Co.,Ltd Web Director Takagi Kengo ICCHI Inc. Web Producer Sayoko Utamaru Dentsu Public Relations Inc. PR Planner Yohei Nemoto Dentsu Public Relations Inc. PR Planner Yusuke Matsuo Freelance Video Editor Seiji Kofune

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kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.