A brand new campaign has been launched in Japan, with the aim to give consumers a better understanding of organ transplants.
Dubbed Second Life Toys, founder Toga Kida is collecting plush toys that need a transplant and toys that can be a donor via a website.
Kida’s website cites, ‘Our hope is that, through this website and this initiative, more people will have a deeper understanding of organ transplant and actually contribute to the lives to be saved’.
So far Kida has given life back to broken toys, including a plush giraffe that now has a monkey leg, and an elephant that boasts a squirrel’s tail for a trunk.
Check out the video for the new campaign below: