Dear Donor,
client.
agency.
ask.
insight.
concept.
results.
Be The Match
Publicis Hawkeye
TV spot to increase bone marrow registry sign ups
Being a hero isn't as hard as you'd think.
Ordinary decision, magic result—because that's the only way to describe the experience of saving a life. Throughout the campaign, we used Be The Match's dear donor letters as a vehicle to bottle that magic up and share it.
Registrations went up, and we snagged a Gold Muse/Clio award (winning Hawkeye's Best Storytelling Campaign of the Year was the cherry on top).
...
tv spot. director's cut
...
social.
To heighten the magic, campaign ads appeared as letters from kids who readers can save.
Then we drove home the impact of that ordinary decision to sign up by sharing actual letters of patients who had been saved.
Dear Donor – You Gave Me Hope
Dear Donor – Thanks to You, No More Leukemia
