Live On – Support Organ Donation

01 Nov 2008

1 To increase public awareness and support for organ donation, the Ministry of Health is launching a new social awareness movement called “Live On” on 1st November 2008.   The long term public education programme will go beyond educating the public about the need for more donors or familiarity with rules and regulation of organ donation. It aims to gradually build up societal consciousness and acceptance towards organ donation as a selfless, desirable and ultimate act of goodness after death. The movement will also promote altruistic living organ transplantation as it is the best treatment option for organ failure patients, and finally it is about the giver and the receiver, where the generosity of one is met by the gratefulness of the other.

2 Organ donations in Singapore have brought a new lease of life to as many as 2000 people since the 1970s. Despite the increase in organs available as a result of the previous Human Organ Transplant Act (HOTA) amendments to all causes of death and to include the liver, the heart and the cornea, as well as recent inclusion of Muslims under HOTA, the growth in demand for organs for transplant continues to outstrip the supply, especially for kidneys. This need is in part due to high rates of some common diseases such as heart disease and diabetes.

3. In 2007, 84 patients were removed form the kidney, liver and heart waiting lists because they either died, became too old or too sick for a transplant. As of 31 Dec 2007, there were 563 patients on the transplant waiting list for kidney, 25 for cornea, 9 for liver and 7 for heart. The relative short waiting lists for liver and heart transplants are due to the fact that these patients usually do not survive long without a transplant. For patients with heart or liver failure, an organ transplant is life-saving. For patients in need of corneas, the restoration of sight through cornea transplantation can be life-changing. For kidney failure patients, transplantation offers greater chances of survival and overall improved quality of life.

4. Experience from countries around the world has shown that organ donation can only be successful is it is seen and accepted by the society as a way of life, as something which is not just a ‘gift’ of life to a stranger or a loved one, but an essential for preservation of the human society.

5. Minister for Health, Mr Khaw Boon Wan, will join some 500 organ donors, recipients and their families as well as healthcare professionals to launch the Live On Movement on 1st November at Vivocity.

Live On Logo - Simple Words, Strong Meaning

6. Known simply as “Live On”, this social awareness movement aims to capture the spirit of organ donation, and calls to mind the legacy of renewed life that a donor can leave behind. At the same time, it conveys a strong message on the promise and the sanctity of life - how we can all believe and support organ donation because it embraces hope, compassion and gives the ultimate gift of life to a fellow Singaporean in need.

7. The slogan “Live On” will be told through the true stories of individuals whose lives have been changed and dramatically improved because of the simple act of organ donation. They are now able again to enjoy the simple pleasures in life that others merely take for granted, like sharing a moment with their children, watching a sunrise, celebrating another birthday and impacting the lives of others because they have lived on. 

8. The “Live On” logo – a bright yellow flower - is a symbol of Singaporeans’ pledge of support for organ donation. It is filled with the hope of every citizen who wishes to show their support for organ donation, as well as inspire organ recipients to “Live On”.

Launch of Live On Movement on 1st November

9. The Ministry invites the public to join the launch event and show their support for organ donation. The “Live On” logo has been translated into a 3-D, 1.8 m flower as a rallying platform for the public to actively show their support for organ donation.  The public can pledge their support by dropping “Live On” ping pong balls into the flower receptacle.

10. At the launch, visitors will also be able to visit a photo exhibition where the stories of organ recipients will be told. Popular local artiste Gurmit Singh, a firm supporter for organ donation, is the Ambassador of the Movement, and he will be there to share the true stories of individuals and families.

11. In addition, there will be a “Live On” concert, featuring various local talents, such as Project superstar Diya, EIC, AMP and Toy Factory who will help spread the message of supporting organ donation.

Public Education Effort

12. The “Live On” launch will be accompanied by a strong public education effort which takes an integrated approach, during a 1½ month period, through print and broadcast advertising, roadshows to the heartlands, online presence and outdoor publicity.

Live On website - Pledge your support online

13. For the first time, supporters and advocates for organ donations will be able to pledge their support online at www.liveon.sg by throwing a virtual “Live On” ball into a virtual flower receptacle.

14. The Live On website will also feature recipients and their personal stories of how organ donation has given them a new lease of life. The “Live On” website will be ‘live’ from 1 November to allow visitors a chance to read about the accounts and all other factual information surrounding organ donation.

Outreach Programmes

15. The “Live-On” roadshow will travel to the eastern and western sectors of Singapore – Tampines Mall and Jurong Point – to reach out to the heartlanders. These roving events feature Gurmit’s interviews with organ recipients and performances by EIC & Ms Liu Ling Ling. The public would be urged to pledge their support by helping to fill the “Live On” flower receptacle with ping pong balls. The roving events will take place from 8 November. A mini photo exhibition featuring the stories of patients who have had their lives transformed through organ donation will also be put up at these malls.

Media Publicity

Television commercial

16.  A “Live On” TV commercial in the four official languages will run from 1 Nov on the various TV channels. The commercial takes a look at the intimate and precious moments in life, and how organ recipients are able to continue to appreciate them. It conveys the message that each one of us can help recipients to “live on” and enjoy such moments by supporting organ donation.

Print advertisements

17.  Four real-life testimonials will be featured in a series of print advertisements in major newspapers, providing the experiences of organ recipients before their organ transplants, and the impact this gift has made to theirs and their families’ lives. The advertisements will run from 2 November. The recipients come from all walks of life, and they recount their fears and suffering, from finding out about organ failure to eventual gratitude as they receive the gift of life again through organ donation.

Radio advertisements & chatshow

18.  Working in conjunction with Capital 958, the radio chatshow will start from 10 November, where an organ recipient and donor (who are husband and wife) will recount their story and share their thoughts on organ donation. Radio advertisements will also be aired on Class 95 and Capital 958 from 10 November.