Cannes Bronze Lion winner Dentsu Creative Taiwan sparks national conversation with ‘Unfreeze My Rights’

CANNES, FRANCE – While many countries around the world have either lenient or no restrictions when it comes to the use of frozen eggs, Taiwan faces a big challenge. Under a discriminatory law, unmarried women and those who are in same-sex marriages are not allowed to use their own frozen eggs. The law, enacted in 2007, requires women to be married and to obtain their husband’s signature — ultimately removing their rights to their own reproductive material.

Unfortunately, many women were unaware of this law when they made the decision to freeze their eggs. To bring attention to this issue and push for legal reform, the Awakening Foundation launched the “Unfreeze My Rights” campaign to raise awareness and inform the public.

Dentsu Creative Taiwan supported the initiative by giving affected women a platform to share their struggles. On Mother’s Day, a middle-aged woman publicly searched for a husband in the busy city of Taipei — just to legally obtain a signature and access her own eggs.

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Passersby were invited to scan a QR code that led them to the unusual terms of the “proposal” and to a website explaining the outdated law. There, they could sign a petition in support of change.

What began as a small, symbolic act quickly sparked national and political conversations. Many women came forward with their experiences of being denied access to their reproductive rights. Within a week, Taiwan’s Ministry of Health and Welfare announced a draft amendment allowing single and same-sex couples to use their reproductive material, which soon entered the legislative process.

At this year’s Cannes Lions, the campaign was shortlisted under the Fundraising & Advocacy in the PR Health & Wellness Lions, and won a Bronze Lion under Single-Market Campaign in the PR Lions.

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