作品 | 上线两日超千万播放量 DDB 中国打造央视催泪之作

Please scroll down for the English version.

日前，DDB 中国携手央视发布了一则全国性的公益广告——《器官捐献-心跳篇》，旨在呼吁人们参与遗体器官捐献。

广告中，一个哭闹不安的婴儿，无论是阳光的叔叔、慈祥的奶奶，还是温柔的阿姨、可爱的姐姐，都无法让他平静下来。最后却因为一个陌生大叔的抱抱，停止哭泣、慢慢微笑。因为“妈妈的心脏，数月前移植给了他”。爱，因为传递和分享而变得无止境，无数观众在泪崩的同时也表示深深得感受到器官捐赠者的伟大。

https://v.qq.com/txp/iframe/player.html?vid=v0380bp7zdr&width=500&height=375&auto=0

该公益广告片由 DDB 上海公司创意并完成。主创人员于 16 年 6 月受邀参与 CCTV 广告经营管理中心公益广告部所召开的主题策划会，与国家卫计委、红十字会器官捐献管理中心、器官移植医生、器官捐献协调员等多方专家一起讨论交流，历经三个月最终创意成型。

《器官捐献-心跳篇》目前已在央视开始播放，而在网络上，短短两天时间，该则公益广告的播放量已超过 3000 万次，各大社会媒体及公众号竞相传播 。长久以来，中国民众的观念是“身体发肤，受之父母”，十分看重躯体的完整，一直对器官捐赠行为有着不同的看法甚至是误解，但是在看过这支公益广告后，许多网友为之深深感动，“在三生三世找不到泪点，在这支公益广告里找到了”，评论中纷纷表示愿意参与到器官捐献，让爱可以无限传承。

DDB 上海总经理唐睿认为：公益广告不需要刻板说教，用暖心真实的语言说出伟大的故事，用温润细腻的手法让人们在泪感动中带感受，大家自然会看到正向的价值观，即可以引导大家的行为。我们也相信有更多人会被这支公益广告打动而做出正确的决定。

*感谢上海观池制作以及 F5 创意机构协助拍摄，也感恩每一位器官捐献者的伟大。

爱，让心跳不止。

A few days ago, DDB China cooperated with CCTV and published a nation-wide public service advertising: Organ Donation - Heartbeat, aiming to appeal for participation in body organ donation.

In the advertisement, a crying and restless baby cannot be made to calm down by whether a sunny uncle and a gracious old grandmother or a gentle aunt and a lovely sister. And finally, the baby stops crying and to smile slowly after being hugged by a strange uncle. That’s because the heart of the baby’s mother was transplanted to the strange uncle several months ago. Love becomes endless because of passing and sharing, and innumerable audience are moved to tears and deeply feel greatness of organ donors.

This public service advertising was originated and completed by DDB Shanghai. In June, 2016, the creation team was invited to attend theme planning conference convened by Public Service Advertising Department of CCTV Advertising Management Center, and discussed with National Heath and Family Planning Commission, Organ Donation Management Center of Red Cross, doctors in organ transplantation and organ donation coordinators and other experts, and after three months, the creative idea had been come up with finally.

At present, Organ Donation - Heartbeat has been displayed on CCTV, and at the same time on the Internet, in the past only two days, the advertising has been displayed over 30 million times and by all of social media and official accounts, widely broadcasted. There is a Chinese traditional saying as “our body, skin and hair is a heritage from our parents which should not be damaged, and that's the fundamental of filial piety.” -- the classic of filial piety. Chinese people greatly attach importance to physical integrity and severely misunderstand organ donation for so long, whereas Internet users are deeply moved after seeing this advertising, saying “the tear which cannot be shed in Life after Life, Blooms over Blooms is overflowing in this advertising”, and posting comments that they are willing to participate in organ donation to pass on love endlessly.

Twelve Tong, General Manager of DDB Shanghai, considers that public service advertising needs no “singing praises” but tells a really great story in warm and real words, and the mild and exquisite narration will make people smile with tears and see the positive values, and it can also guide public behaviors. We believe there will be more people moved by this advertising and thus to make right decisions.

*Moreover, big thanks to Shanghai Gwantsi for production and F5 Creative Agency for assisting in shooting and also feel thankful to every great organ donor.

Because of love, the heart never stops beating.