The National Organ Transplant Unit (MOH) oversees organ donation and transplantation activities on a national level and seeks innovative ways to bring to attention the life-changing benefits of both living and deceased organ donation.

What began as mascots for the World Blood Donor Day 2024 event has since expanded into an ongoing character IP that continues to anchor NOTU’s campaigns and initiatives. Each character embodies a unique and vibrant personality in a retro cartoon style.

To date, we have continued to develop illustrations and designs for the Live On Buddies Exhibition and Live On Festival 2025 collaterals, building upon the Buddies through new poses, scenes, and applications across both print and digital media.

The Brief

The Live On Buddies exhibition panels will serve as key visual assets for current and future community engagement initiatives, including roadshows and events. A unifying theme and narrative direction should be proposed to attract attention, spark curiosity and convey key messages about organ donation in a relatable and engaging manner. The main artwork will follow a “Where’s Wally” approach across the front and back of the panels, with 32 Buddies hidden in the scene as part of the story rather than at random. The interactive windows will serve as an introduction to the Buddies.

The Challenge

The artwork has to work on both sides while keeping the “Where’s Wally” experience clear and interactive. Only the two middle panels included windows at the front, and due to potential space constraints at certain venues, only three panels may be displayed at a time. Beyond the illustration and design, our task was to plan the visual logic and user flow, ensuring that key information remained accessible.

Our Concept: Spot On To A Healthy Lifestyle

Health is shaped by the small choices we make every day – how we move, rest, and care for our bodies, and each healthy habit strengthens the vital organs that keep us going. This exhibit invites viewers on a playful journey, filled with practical tips and hidden surprises. As they search for the organ mascots, they’ll find them leading by example through exercising, eating well, staying hydrated, and more. By following their journey, we’ll learn that taking care of our own health also connects to something bigger: the chance to one day give life to someone else through organ donation.

[Front View]

The scene features four large mystery silhouettes of the Buddies and the call-to-action, “Who are the Live On Buddies?”. Viewers open the interactive windows to reveal each character and their details. Inside, a secondary prompt introduces the “Spot The Buddies Challenge”, encouraging them to find all eight poses of each Buddy hidden in the artwork.

In cases where only three panels are displayed, the first panel can be removed without affecting the flow while keeping the full artwork and key information visible.

[Back view]

Here, the large silhouettes are revealed to be the Buddies. The focus shifts to the “Spot The Buddies Challenge”, allowing passing visitors to take part in the game without needing to go through the full introduction to the Buddies and hopefully pique their interest in NOTU and their work.

Cornea inspects Nutri-Grade labels, “Siu Dai (less sweet) by default” movement encouraging lower-sugar drinks as the norm, and Liver promotes a “Less alcohol” message.

Park map shaped like the human internal system, Kidney carrying a bag of waste, people engaging in various sports activities, and a Pear Store (sourced from an Orchard).

Organ-shaped balloons, a K-pop dance session with the otters, and the Merlion takes a break to stay hydrated by the river.

Heart DJing to 75 beats per minute, Kidney reminding the salt to “Reduce Salt Intake”, Heart leading a group run, and Liver sorting trash into a large bin labelled for alcohol, sugar, and fat.