Church in Lithuania redesigns sacramental wafers to promote organ donation

Not Perfect Network, an independent agency in Lithuania that Malaysian creative legend Ted Lim is consulting to, has redesigned sacramental wafers to promote organ donation this Christmas.

The Lithuanian sacramental flatbread called kalėdaitis, available from your nearest Catholic church (not found in shops) and shared over Christmas Eve meal by every family, will be delivering an additional message this year.

In Vilnius, the capital of this deeply traditional nation, Rev Algirdas Toliatas is spearheading a daring initiative: the flatbread will feature, along with the image of Virgin Mary, an international organ donation symbol and a QR code for you to scan and to register as an organ donor.

“With this small but important shift of perspective we will appreciate the beauty of life in its many manifestations and promote a culture of positivity towards organ donation. This epitomises the true spirit of Christmas, a season of selfless giving not only to our loved ones but also to the unknown souls seeking a renewed opportunity for life,” said Rev Toliatas.

His house of prayer, the Church of the Blessed Virgin Mary of Consolation of flashy and elegant late Baroque style, is next door to Lithuania’s President’s Office in the Old Town Vilnius. It was built by Augustinian monks in 18th century and is one of the most sought after venues for stylish weddings in the capital. This is where the special edition flatbreads will be handed out, helping a good cause in a way that combines ancient tradition with tomorrow’s marketing trends.

Credits
Agency: Not Perfect Vilnius
Creative Director: Marius Lukošius
Art director: Ineta Kančiauskaitė
Designer: Eugene Parmon
Designer: Deividas Ūba
Project manager: Aurelija Plioplytė
PR manager: Viktorija Gailiūtė