Dentsu Taiwan partnered with The Awakening Foundation to raise awareness of an overlooked legal restriction affecting women’s reproductive rights in Taiwan.
Titled ‘Unfreeze My Rights,’ it highlighted a law that requires women to be married and have their husband’s consent in order to access their own frozen eggs. Despite a growing number of women choosing to freeze their eggs, over 80% are reportedly unaware of this requirement.
The campaign said its aim was simple: expose the absurdity of the law and demand change – and it worked.
Through a series of social media videos featuring women sharing their stories, the campaign sparked public dialogue about reproductive autonomy and called attention to the need for legal reform.
In the Xinyi District, a middle-aged woman stood on the street publicly soliciting marriage. In a plea for help ,“Would you help by marrying me?” with no strings attached – no need house, no car, no feelings – just a signature of support.
The powerful street performance drew immediate attention from passers-by. A QR code invited them to scan and participate – only then did they uncover the harsh reality: that in order to gain reproductive rights, a woman is legally required to marry.
The Awakening Foundation is a nonpartisan, non-profit organization fighting for gender equality and women’s empowerment in Taiwan.
Over 100 influencers and KOLs shared the message, generating 50 million impressions, with over 82 media outlets and TV programmes covering the story – reaching nearly 99% of mainstream media. Most importantly, more than 13,000 people signed the petition within just three days, tripling the original goal.
Within a week, the Ministry of Health and Welfare issued a draft amendment to allow single people and same-sex couples to use their frozen eggs.
“This campaign shows the power of creativity not just to raise awareness, but to affect real policy change,” said Alice Chou, Chief Creative Officer at Dentsu Creative Taiwan.
“From strategy to execution, we followed Dentsu Creative’s belief in ‘innovating to impact’ – ideas born at the intersection of culture, craft, data and technology, to build an ecosystem of impact. We are proud to be with The Awakening Foundation in the battle for every woman’s right to define her own future.”
“For years, we’ve fought for gender equality in law and public perception,” said Edith Chou, Chair of Dentsu Taiwan’s Women Empowerment Office. “This campaign broke the silence on reproductive injustice and transformed a legal loophole into a call to action for women’s autonomy and human rights.”
So far, says the campaign, the case study has received considerable recognition – winning the Grand Prix, 3 Golds, 7 Silvers, and 4 Bronzes at Taiwan’s 4A Awards, the Times Advertising Awards, as well as the Singular Awards. It has also been shortlisted at The One Show, Spikes Asia, Clio, and global ANDYs.
