In an unconventional campaign launched last Mother’s Day, Dentsu Taiwan and The Awakening Foundation challenged norms and ignited a nationwide conversation about reproductive … read moreautonomy for women in Taiwan. The campaign, titled ‘Unfreeze my Rights’, put the spotlight on a little-known law requiring women to be married and obtain their husband’s consent to have access to their own frozen eggs. Over the years, the number of women choosing to freeze their eggs has been steadily increasing yet over 80% remain unaware of this legal barrier. The campaign’s aim was simple: expose the absurdity of the law and demand change – and it worked. Through a series of videos featuring courageous women speaking out on social media, this little-known but shocking issue ignited real, honest conversations among women online. In the bustling Xinyi District, a middle-aged woman stood on the street publicly soliciting marriage – but not for love. In a plea for help “Would you help by marrying me?” with no strings attached – no need house, no car, no feelings – just a signature of support. The powerful street performance drew immediate attention from passers-by. A QR code invited them to scan and participate – only then did they uncover the harsh reality: that in order to gain reproductive rights, a woman is legally required to marry. This “fake proposal” cleverly exposed the absurdity and injustice of the law.
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