To survive, many blood cancer patients need a stem cell donor who matches their DNA. Yet to date, only 15.2% of the donors available in Canada are Asian and only 1.4% are black.
The mission of the Swab the World Foundation is to correct this perilous imbalance. For their launch, CloudRaker created an integrated campaign to raise awareness and save lives.
The campaign was built around a simple insight: to become a donor, all it takes is a tiny sample of your DNA on a swab – no more than you’d exchange in a kiss. To begin spreading the word, we created a video for Swab the World social channels to launch the campaign with a hard-hitting message.
Blood cancer is one of the deadliest types of cancer. But all of our research suggested that our audience of 18-30 year olds would be turned off if we treated the subject too heavily. On top of that, even though it’s admirable, many potential donors are turned off by the very idea of stem cell donation, which can seem invasive and intimidating. To counteract the stigma, we packaged the campaign with an aesthetic that was fresh, colourful and captivating.
The rollout featured a multimedia mix of offline and online advertising, as well as PR and a press event to generate earned media. All were signed by the hashtag we created to motivate donors: #ShareYourDNA
All initiatives also drove people to Swab the World owned properties, where they could educate themselves about the cause, offer financial support or start the journey to become a donor themselves.