This provocative installation speaks to the consequences of neglecting the conversation about organ donation.

A powerful metaphor. A death certificate. And worms. When families fail to honor the wishes of their loved ones, organs are buried instead of being given a chance to save lives. The campaign ignites a much-needed societal debate, encouraging us to talk about this taboo before it’s too late.

Worm Food Video Case
This campaign aims to break the silence. It's about giving people the space to talk and choose, and ensuring that their wishes are respected. The reality is that many lives can be saved if we act now.

Raimundo Undurraga

Chief Creative Officer, VML Chile

In Chile, despite everyone being registered as donors by law, many families choose not to donate the organs of a deceased loved one.

How do we make organ donation a part of public conversation, overcoming the deep-seated taboo surrounding it? How do we ensure that families respect the decision made by their loved ones before it's too late?

The initial inspiration came from the stark reality of what happens when organ donation is delayed or ignored: a decomposition that could have been avoided. In a bold move, we showcased this real-time decomposition using death certificates, replicating the fate of organs that are buried rather than donated. The worms crawling through the certificates represented the grim process of unused organs. The billboard was installed in high-traffic areas of Chile’s capital, including iconic landmarks, encouraging the public to think critically about this issue.

The first billboard of its kind, featuring real-time decomposition of organic material, was created using death certificates printed on biodegradable material. The worms represented the decomposition of organs that, if not donated, would decay, losing their potential to save lives. The installation prompted public dialogue and encouraged viewers to consider the importance of discussing organ donation with their families before it's too late.

The campaign achieved remarkable success:

  • 100% positive sentiment in media coverage and social media reactions.

  • A 75% increase in organ donation registrations during and following the campaign.

  • More than 20 million impressions across social platforms, demonstrating the campaign’s reach and its ability to spark a societal conversation about organ donation.

Worm Food Board

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Awards

2025 The Clios Awards

2025 The Clios Awards

Media


Bronze