‘Melting Organs’ Ice Cubes Encourage Public To ‘Drink To Life, Not To Death’

To spread awareness of its core value of “doing the right thing,” the Shanghai Pilot Health Promotion Center has partnered with advertising agency BBDO China on a brand-new campaign, this time targeting drinkers.

Using ice cubes carved in the shape of bodily organs, including the liver, heart, and stomach, the Melting Organs initiative hopes to educate and engage locals on the importance of maintaining organ health.

“There is still time to save your liver. If your daily alcohol intake exceeds 60–100g, you’re significantly more likely to get liver cancer,” reads one of the ominous signs, in which a liver-shaped ice cube sits within a whiskey class to drive home the message. 

“Drink to life, not to death,” states another poster, with the aim of empowering individuals who often indulge in alcohol to shape a better future for themselves and the society they live in.

This isn’t the first time the duo has paired up on such campaigns. Prior to this, both parties worked on Growing Up and Knowing Nothing, focusing on workplace cancer prevention and mental health concerns, respectively.

[via LBB Online and Marketing Interactive, images by BBDO Asia and featured with permission]