Getting a colourful leaflet with a variety of “exotic” dishes that comes along with attractive discounts would surely whet one's appetite.
But upon closer inspection, the “dishes” are in fact human organs neatly displayed as “food”.
“Don't Feed the Bugs” is a campaign initiative by McCann Erickson designed to encourage organ donations.
Art director for Malaysia Tengku Shariar Tengku Ab Ghafar says the campaign initiated this year is largely driven through the social media platform as well as on-ground events.
He points out that the campaign has been well-received and many people have come forward to pledge their organs.
As of August this year, there are over 13,000 Malaysians who are on the waiting list for organs.
However, organ donation is a subject which most Malaysians try to avoid, he explains.
The challenges the agency faces when driving the campaign is in trying to debunk the myths and misconceptions about becoming donors.
“Before coming out with this campaign, we did extensive research on why people are reluctant to pledge their organs to save lives.
“Some believe this is a religious taboo, while others fear disfigurement from the procedure of extracting the organs.”
On how the campaign got off the ground, Tengku Shariar says: “The agency has been comtemplating how it could contribute or play its part in helping the society.
“Incidentally, one of our colleagues is an organ donor and we feel that it is timely for us to launch a campaign for the public to pledge their organs to help the those in need and to save lives,” he tells StarBizWeek.
“Don't Feed the Bugs” educates the public that it is better to pledge their organs to save lives rather than leaving it to the bugs to feed on them when a person is dead.
McCann Erickson has to come out with a leaflet that would grab the public's attention and it is happy with the outcome of this initiative judging from the interest it has generated and the potential donors signing up because of the campaign. For more details please log in to www.dontfeedthebugs.my.