Life Before Ashes
Organ Donation Appeal made Compelling by use of Human Ashes by MOHAN Foundation
‘Life before Ashes’ is a poignant, yet hard-hitting, message by MOHAN Foundation (Multi Organ Harvesting Aid Network) to spread a very simple message – ‘What has now become ashes, could have been another person’s heart or kidney, if only the organs were donated.’ The Foundation has created a set of art installations of human organs to highlight this urgency and make the public think about organ donation.
The human organ installations are made from a mix of real human ashes and mud from graves. This idea stems from the insight that people are ready to allow their organs to be burnt and wasted, but they aren’t willing to let their organs give a new life to someone. The installations are meant to make people think about the need of organ donation while also urging them to sign up and become organ donors.
The campaign tries to expand the notion of organ transplant by emphasizing on the merits of organ donation, highlighting the declining number of registrations and bringing to focus the social stigma attached to organ donation in India.
The art collection featuring human heart, liver, kidney and eyeball went on display at Infinity Mall, (Malad), Apollo Hospital (Navi Mumbai) and Global Hospital (Parel). MOHAN Foundation plans to take the installations to more malls, hospitals and public places across Mumbai, Delhi and Chennai as well as hospitals in the UK.
Source-Mrs. Jaya Jairam
MOHAN Foundation’s organ donation awareness campaign titled “Life Before Ashes” sweeps the IAA Olive Crown Awards 2019 with 3 Golds and a Silver
MOHAN Foundation’s bold and hard hitting campaign, “Life Before Ashes” bagged 3 Golds and a silver at the IAA Olive Crown Awards 2019.
ZEE Entertainment’s Olive Crown Awards recognises outstanding work in sustainability and the preservation of our ecosystem every year. The award ceremony was held at ITC Grand Central, Parel, Mumbai on 18th April 2019.
“Life Before Ashes” is a poignant yet hard-hitting message by MOHAN Foundation to spread a very simple message – ‘What has now become ashes, could have been another person’s heart or kidney or liver or eyes, if only they were donated. The travelling art installations in the shape of human organs such as the heart, kidney, liver and eyes, which were made from a mix of real human ashes and mud from the graves, were displayed at malls, hospitals, conferences, etc., through the country, thus spreading the message and motivating many more to take the pledge for donating their organs.
The awards were received in the following categories –
- Press Services – GOLD
- Events – GOLD
- Out of Home – GOLD
- Campaign of the Year – SILVER
MOHAN Foundation thanks The Social Street, the collaborating ad agency that made this campaign happen.
Source-Mrs. Jaya Jairam
The ‘Life Before Ashes’ Campaign wins top accolades at leading advertising awards in India this year
The ‘Life Before Ashes’ Campaign wins top accolades at leading advertising awards in India this year.
Earlier this year, MOHAN Foundation launched this campaign, aimed at spreading a poignant yet hard hitting message – ‘What has now become ashes, could have been another person’s heart or kidney, if only the organs were donated’. The Foundation created a set of art installations of human organs to highlight this urgency and set the public thinking about organ donation. The human organ installations, in the shape of a heart, kidney, liver and eyes were made from a mix of real human ashes and mud from the graves and have been on display at malls and hospitals all across India.
At the Big Bang Awards 2018, organized by the Advertising Club Bangalore on 28th September 2018 at the Ritz Carlton, Bengaluru, the campaign was recognized as the ‘Creative Campaign of the Year’, while also winning 3 Gold, 3 Silver and 2 Bronze medals in various other categories.
At the Abby’s 2018 organized by the Advertising Club Mumbai during 5-7th April 2018 at Grand Hyatt, Goa, it won 2 Gold metals along with 7 Silvers, featuring across a large number of categories including Print, Print Craft, Out of Home, Ambient, PR, Branded Content as well as Integrated.
It also won 2 Golds at the Outdoor Advertising Convention Awards 2018 at Renaissance, Mumbai on 28th July 2018.
Source-Mrs. Jaya Jairam