(From left to right) Dr. Kelvin LEE Kai Wah, Senior Lecturer (Academy of Film); Dr. Timothy FUNG Kai Fung, Assistant Professor (Department of Communication Studies); Prof. Rick WONG, Vice-President (Research & Development)

2017 Knowledge Transfer Winner

Project Title

Enhance Youngsters’ Willingness of Family Discussion on Organ Donation by Using Narrative Animation

Dr. Timothy K. F. FUNG

Assistant Professor, Department of Communication Studies School of Communication

Dr. Kelvin K. W. LEE

Senior Lecturer, Academy of Film

External Partner

The Hong Kong Society of Transplantation

This is a public health and public service impact case. Dr. Fung and his team produced an animation which integrates the professional knowledge of medical doctors and organ transplant coordination to transfer to the public the importance of organ donation. The animation also encouraged citizens to tell their families proactively about organ donation. The animation was adopted by the Hong Kong Food and Health Bureau in their “Say yes to organ donation” campaign.

Dr. Fung has published extensively in the area of health communication. A research conducted by him and his team found that it is important to identify the underlying psychosocial factors that influence people’s health behaviour.

Apart from being screened at the kick-off ceremony of the promotional campaign in October 2016 attended by the Secretary for Food and Health of Hong Kong, the animation was displayed on government websites. Besides, the animation was broadcast on the government’s Organ Donation Promotion Vehicle visiting 18 districts across Hong Kong in November 2016.