{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"LONG-TERM STRATEGY","is_link":false},{"keyword":"ENTRANT COMPANY","content":"DENTSU CREATIVE TAIWAN, TAIPEI","is_link":false},{"keyword":"TITLE","content":"UNFREEZE MY RIGHTS","is_link":false},{"keyword":"BRAND","content":"WOMEN EMPOWERMENT OFFICE, \nCWO X AWAKENING FOUNDATION","is_link":false},{"keyword":"ADVERTISER","content":"WOMEN EMPOWERMENT OFFICE, CWO X AWAKENING FOUNDATION","is_link":false},{"keyword":"AGENCY","content":"DENTSU CREATIVE TAIWAN, TAIPEI","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"ALICE CHOU","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"RYAN LIAO","is_link":false},{"keyword":"SENIOR CREATIVE DIRECTOR","content":"BLACK CHEN\/ROFINA TSAI","is_link":false},{"keyword":"ASSOCIATE CREATIVE DIRECTOR","content":"ZAC CHOU","is_link":false},{"keyword":"CREATIVE TECHNOLOGIST","content":"DEXTER LEE","is_link":false},{"keyword":"SENIOR ART DIRECTOR","content":"CHIAHUI YU","is_link":false},{"keyword":"COPYWRITER","content":"JOANNE ZENG","is_link":false},{"keyword":"AGENCY PRODUCER","content":"SEAN HUNG","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"CELIA CHANG","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"ANGEL LI","is_link":false},{"keyword":"MARKETING COMMUNICATION DIRECTOR","content":"EDITH CHOU","is_link":false},{"keyword":"MARKETING COMMUNICATION MANAGER","content":"SOPHIE CHEN","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"TERESA LIU\/FUPEI WANG","is_link":false},{"keyword":"MEDIA AGENCY","content":"DENTSU X TAIWAN, TAIPEI","is_link":false},{"keyword":"VICE PRESIDENT","content":"JAMES CHANG","is_link":false},{"keyword":"ASSOCIATE VICE PRESIDENT","content":"RICHARD LEE","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"ROBIN LU","is_link":false},{"keyword":"SENIOR DIRECTOR","content":"TIGER LEE","is_link":false},{"keyword":"VICE PRESIDENT","content":"LUK CHEN ","is_link":false},{"keyword":"PR DIRECTOR","content":"SEFICA CHEN","is_link":false},{"keyword":"PR MANAGER","content":"ANDY HUANG","is_link":false},{"keyword":"INSIGHT MANAGER","content":"SIBYL CHANG","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"JILE PRODUCTION, TAIPEI","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"WEI,HUNG-CHI","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"YEH,CHANG-CHIEH","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"In Taiwan, a law enacted in 2007 prevented unmarried women and women in same-sex marriages from accessing their own frozen eggs, requiring marriage and a husband’s consent to use their own reproductive material. This restriction stripped women of autonomy over their reproductive health and remained largely unchallenged for years—not because it was supported, but because it was poorly understood.\r
The issue was not rooted solely in tradition, but in a widespread lack of awareness around reproductive rights. Despite Taiwan’s progressive achievements in same-sex marriage and adoption, this legal barrier created a hidden yet deeply structural form of gender inequality.\r
Unfreeze My Rights set out to do more than raise awareness—it aimed to deliver lasting legislative change. The campaign translated an abstract legal restriction into an instantly understandable life conflict, combining a symbolic public action with real women’s stories, outdoor media, and mobile technology to show how the law affected everyday lives. Designed as a long-term advocacy system, public attention was converted into participation through petitions, while women’s testimonies were continuously fed into policy discussions.\r
Over two years, creativity became an engine for civic engagement—moving the issue from understanding to action, and from sustained public pressure to reform. In 2024, accumulated public momentum prompted the Executive Yuan to draft an amendment. In 2025, continued advocacy helped carry the issue through the legislative process, resulting in the law’s official passage. Single women and same-sex female couples gained the legal right to use their frozen eggs.\r
The campaign demonstrates how sustained creativity, applied as a long-term system rather than a one-off tactic, can drive gender equality and long-term social sustainability through real structural change—through sustained commitment and a refusal to disengage, an outdated law was finally rewritten.\r
","is_link":false},{"keyword":"INSIGHT","content":"Unfreeze My Rights leveraged a powerful creative insight: when reality is absurd, highlight it with even greater absurdity. \r
The campaign's core idea was to expose the absurdity of a law that forced women into marriage to access their own frozen eggs. This became a public spectacle with a real emotional impact. \r
The campaign shared personal stories from women directly impacted by the law, giving them a voice in the fight for reproductive autonomy. The boldest execution came on Mother’s Day, when a middle-aged woman publicly sought a husband in Taipei's busiest district—not for love, but to secure a legal signature for access to her own eggs.\r
","is_link":false},{"keyword":"STRATEGY","content":"Our goal was to transform a restrictive, outdated law into a national conversation—one driven not by policy, but by emotion. We replaced traditional advocacy with storytelling to make the issue deeply personal and impossible to ignore.\r
To amplify reach, we used high-traffic outdoor placements and QR codes to spark curiosity. Scanning the code led to a digital experience: from surprise to outrage, from stories to action. Audiences were taken through real women’s experiences and directed to a petition—transforming passive onlookers into active advocates.\r
We strategically designed the campaign to generate earned media. Its urgency and boldness made it inherently newsworthy, driving nationwide coverage with minimal paid media.\r
Crucially, we applied pressure on both fronts—mobilizing the public and engaging policymakers. This dual approach turned one woman’s symbolic act into a national movement, accelerating legislation to extend reproductive rights to single women and same-sex couples in Taiwan.","is_link":false},{"keyword":"CREATIVITY IDEA","content":"Unfreeze My Rights leveraged a powerful creative insight: when reality is absurd, highlight it with even greater absurdity. The idea was to expose the absurdity of a law that forced women into marriage to access their own frozen eggs. This became a public spectacle with real emotional impact.\r
The campaign shared personal stories from women impacted by the law, giving them a voice in the fight for reproductive autonomy. The boldest execution came on Mother’s Day, when a middle-aged woman publicly sought a husband in Taipei's busiest district—not for love, but to secure a legal signature to access her own eggs.\r
The stunt, amplified through outdoor media and a viral petition, created a striking contrast between the absurdity of the law and the real consequences faced by women. By transforming a deeply personal issue into a public spectacle, Unfreeze My Rights made the law’s injustice impossible to ignore.","is_link":false},{"keyword":"EXECUTION","content":"The campaign was executed in deliberate phases—awareness, empathy, and action—to ensure creativity translated into systemic change rather than short-term attention. It began with a highly symbolic real-world action that reframed reproductive rights as a structural issue, not a personal choice. On Mother’s Day, not Valentine’s Day, a middle-aged woman publicly “searched for a husband” in Taipei’s Xinyi District—not for love, but for a signature. Under Taiwanese law, marriage was the only legal path for her to access her own frozen eggs.\r
The act immediately exposed the absurdity of the law in a way the public could intuitively grasp. The conversation was then deepened through social platforms, where real stories from affected women were shared, shifting attention from the stunt to its real-world consequences. Large-scale outdoor placements extended visibility in public spaces, while QR codes guided audiences to learn more.\r
Scanning the codes led to a mobile experience explaining the legal restriction and enabling instant participation through a public petition. As discussion spread, the issue remained present in mainstream media and policy spaces. Women’s testimonies were systematically compiled and delivered to legislators, sustaining human perspective within the legislative process. This continuous feedback loop between public engagement and policy dialogue accelerated government response and ultimately led to the successful amendment of the Artificial Reproduction Act.\r
","is_link":false},{"keyword":"RESULT","content":"The campaign sparked widespread debate, transforming a niche issue into a cross-gender conversation:\r
* The petition surpassed its goal by 300% in under a week.\r
* 100+ YouTubers and KOLs shared the campaign, generating 50 million impressions.\r
* 80+ media outlets covered the story, reaching 99% of mainstream media.\r
* Countless women shared their personal stories, which were sent directly to legislators.\r
* Many companies joined the movement, publicly showing their support.\r
\r
In 2024, sustained public pressure led the government to advance a draft amendment to the Artificial Reproduction Act. The issue remained present within the legislative process throughout 2025 through continued advocacy and policy engagement.\r
On December 11, 2025, the amendment was officially passed. Single women and same-sex female couples gained the legal right to use their frozen eggs, making Taiwan the first country in Asia to legally guarantee egg-use autonomy.\r
Unfreeze My Rights became a catalyst for structural change—demonstrating how sustained public engagement can translate into lasting policy reform and marking a decisive step toward full reproductive rights.\r
","is_link":false},{"keyword":"ENTRANT MUST INDICATE HOW THE LONG-TERM STRATEGY WAS PART OF A LONGER TERM CAMPAIGN","content":"UNFREEZE MY RIGHTS WAS NEVER DESIGNED AS A ONE-OFF AWARENESS CAMPAIGN. FROM THE OUTSET, IT WAS BUILT AS A LONG-TERM ADVOCACY SYSTEM—ONE WHERE THE BRAND’S ROLE WAS NOT TO SPEAK ONCE, BUT TO REMAIN PRESENT UNTIL STRUCTURAL CHANGE OCCURRED.\r
IN 2024, WE ADDRESSED THE FIRST AND MOST CRITICAL BARRIER: PUBLIC MISUNDERSTANDING. A REPRODUCTIVE LAW WAS QUIETLY LIMITING WOMEN’S RIGHTS, YET ITS IMPACT REMAINED ABSTRACT AND LARGELY INVISIBLE. WE TRANSLATED THIS COMPLEX LEGAL RESTRICTION INTO AN INSTANTLY UNDERSTANDABLE SOCIAL SITUATION. PUBLIC DEBATE IGNITED. REAL WOMEN’S STORIES SURFACED. A NATIONAL PETITION RAPIDLY GAINED MOMENTUM AND WAS FORMALLY SUBMITTED TO LEGISLATORS.\r
THE RESULTING PUBLIC PRESSURE DIRECTLY LED THE EXECUTIVE YUAN TO PROPOSE AN AMENDMENT TO THE ARTIFICIAL REPRODUCTION ACT.\r
IN 2025, WE MADE A DELIBERATE DECISION NOT TO LET THE ISSUE FADE. STRATEGY SHIFTED FROM GENERATING ATTENTION TO SUSTAINING PROGRESS WITHIN THE SYSTEM. REAL-LIFE CASES WERE SYSTEMATICALLY COLLECTED, AND VIDEO TESTIMONIES WERE CONTINUOUSLY DELIVERED TO MEMBERS OF PARLIAMENT. THE TEAM ACTIVELY MONITORED POLICY DEVELOPMENTS AND ENGAGED DIRECTLY WITH LEGISLATORS TO MAINTAIN MOMENTUM. COMMUNICATION EVOLVED FROM PROVOCATION TO CREDIBILITY—ENSURING THE ISSUE STAYED INSIDE THE LEGISLATIVE PROCESS, NOT JUST IN MEDIA CYCLES.\r
AT THIS STAGE, THE BRAND EVOLVED FROM CATALYST TO LONG-TERM ADVOCACY PARTNER.\r
ON DECEMBER 11, 2025, THE AMENDED LAW WAS OFFICIALLY PASSED. FOR THE FIRST TIME, SINGLE WOMEN AND SAME-SEX FEMALE COUPLES GAINED THE LEGAL RIGHT TO USE THEIR FROZEN EGGS. TAIWAN BECAME THE FIRST COUNTRY IN ASIA TO LEGALLY GUARANTEE EGG-USE AUTONOMY.\r
ACROSS THREE YEARS, EFFECTIVENESS WAS NOT BUILT THROUGH REPEATED EXPOSURE, BUT THROUGH PERSISTENT PRESENCE—FROM AWARENESS TO PRESSURE, FROM PUBLIC DEBATE TO POLICY CHANGE, FROM A SINGLE ACTION TO A SUSTAINED MOVEMENT.\r
THIS WAS NOT A CAMPAIGN THAT ENDED WITH ATTENTION, BUT A BRAND THAT STAYED UNTIL THE LAW CHANGED.\r
","is_link":false},{"keyword":"URL","content":"https:\/\/youtu.be\/CES-kOGsRJo?si=mvMOv-KkYQPTPy6n","is_link":true}],"files2":[{"name":"CS13_005.mp4","type":"mp4"},{"name":"CS13_005_DI01L.jpg","type":"jpg"}],"count":2}