The Awakening Foundation is a nonpartisan, non-profit organization fighting for gender equality and women's empowerment in Taiwan. Founded in the 1970s and 80s, it advocates for women's rights in both public and private life. Since 1982, the Foundation has led legal and policy victories for women. Through education campaigns and grassroots organizing, it works to dismantle patriarchal institutions, promote women's leadership, gender parity in the workplace, reproductive rights, and family law and justice.
Fake Marriage: Challenging Taiwan's Restrictive Egg Freezing Laws for Women's Reproductive Autonomy
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YouTubers and KOLs participated & shared the initiative, causing an online uproar
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media outlets & TV specials covered this campaign, sparking important conversations
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people signed the petition in less than 3 days
The Challenge
In Taiwan, an increasing number of women are opting to freeze their eggs to keep the possibility of becoming mothers in the future. However, more than 80% of these women are unaware that Taiwanese law mandates that a woman must be married and have her husband's consent to use her own eggs. Women with a limited fertility window who are single, divorced, or in same-sex relationships cannot use their own eggs.
Therefore, we decided to use reasonable means to combat this unreasonable law.
The Solution
On Mother's Day, in Taipei's trendiest social hub, Xinyi District, a mature woman openly sought a marriage partner. Interestingly, she didn't ask, "Would you marry me?" but rather, "Would you 'help' me?"
This bold matchmaking act attracted onlookers and media coverage. Curious passers-by scanned the QR code, only to discover that the marriage requirements were unique; no need for a house, no car, no dating, no romance, no conditions — just a signature and support.
The Results
The topic quickly spread, turning an issue once only concerning a few women into a public discussion crossing gender lines. Many women shared their stories about the struggle to become mothers. Within a week, the Ministry of Health and Welfare officially announced a draft to allow single and same-sex couples to use their frozen eggs, accelerating this legislative amendment process.
What started as a matchmaking action linked thousands of people, joining the conversation about changing the future. More importantly, in the near future, women will no long need to fake a marriage or seek someone else's consent to use their own eggs. That Mother's Day, dentsu Taiwan and Awakening Foundation worked together to give every woman who wants to become a mother a better chance to fulfill her dream.
Innovating to Impact
Dentsu Taiwan and Awakening Foundation shed light on the pressing challenges faced by single, divorced, and same-sex relationships for women, emphasizing the importance of bodily autonomy and the right to make choices about their own fertility. Our impactful campaign caught the attention of government bodies, compelling them to take action and revise regulations, ultimately benefiting countless women in the future.
Awards Won
4A Creative Awards — Other Sustainable & SDGs Marketing (Silver)
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