Delete Blood Cancer DKMS is part of DKMS, the world’s largest bone marrow donor center with more than 4 million registered donors, more than 40,000 of whom have helped save lives.
Delete Blood Cancer approached us to create a digital and print campaign that would build awareness for the non-profit and encourage young adults to register.
We developed the concept #uniquebecause, a social movement that would allow millennials to showcase their special qualities whilst raising awareness of the need for donors.
We encouraged people to join the awareness movement and spread the message by create a personalized meme celebrating their uniqueness that they could share on their social media platforms.
In addition to creating bus and train adverts across Chicago we developed a series of videos to be used across social media and a dedicated uniquebecause.org microsite. The website tells the stories of three donors, highlighting that it is exactly what’s inside – our tissue types – that could save a life.