DKMS ⎯ Swab to Be a Lifesaver.
Turning Awareness Into Action for a Life-Saving Cause.
Non Profit
Outdoor
Brief
DKMS needed to urgently increase stem cell donor registrations among 18–30-year-olds, especially within underrepresented BAME communities. With lives depending on a match, the challenge was not only awareness but changing behaviour.
Strategy
We built a culturally intelligent campaign that made an unfamiliar medical process feel simple, relatable and safe. By using real faces, clear language and community-led messaging, we shifted the narrative from fear to empowerment.
Using our in-house cultural segmentation tools, we identified the media environments young diverse audiences trust most, activating a multi-layered mix across OOH, transit hubs, ethnic and regional press, and hyper-targeted digital. Every touchpoint was designed for relevance, repetition and emotional resonance.
Results
The result was a behaviour-shifting campaign that moved people from hesitation to action.
108%
Increase in new registered donors through the DKMS site
120%
Increase in online donation conversions
384%
Growth in UK traffic from high-intent audiences
More Works
(MRA — 02)
©2024
DKMS ⎯ Swab to Be a Lifesaver.
Turning Awareness Into Action for a Life-Saving Cause.
Non Profit
Outdoor
Brief
DKMS needed to urgently increase stem cell donor registrations among 18–30-year-olds, especially within underrepresented BAME communities. With lives depending on a match, the challenge was not only awareness but changing behaviour.
Strategy
We built a culturally intelligent campaign that made an unfamiliar medical process feel simple, relatable and safe. By using real faces, clear language and community-led messaging, we shifted the narrative from fear to empowerment.
Using our in-house cultural segmentation tools, we identified the media environments young diverse audiences trust most, activating a multi-layered mix across OOH, transit hubs, ethnic and regional press, and hyper-targeted digital. Every touchpoint was designed for relevance, repetition and emotional resonance.
Results
The result was a behaviour-shifting campaign that moved people from hesitation to action.
108%
Increase in new registered donors through the DKMS site
120%
Increase in online donation conversions
384%
Growth in UK traffic from high-intent audiences
More Works
(MRA — 02)
©2024
DKMS ⎯ Swab to Be a Lifesaver.
Turning Awareness Into Action for a Life-Saving Cause.
Non Profit
Outdoor
Brief
DKMS needed to urgently increase stem cell donor registrations among 18–30-year-olds, especially within underrepresented BAME communities. With lives depending on a match, the challenge was not only awareness but changing behaviour.
Strategy
We built a culturally intelligent campaign that made an unfamiliar medical process feel simple, relatable and safe. By using real faces, clear language and community-led messaging, we shifted the narrative from fear to empowerment.
Using our in-house cultural segmentation tools, we identified the media environments young diverse audiences trust most, activating a multi-layered mix across OOH, transit hubs, ethnic and regional press, and hyper-targeted digital. Every touchpoint was designed for relevance, repetition and emotional resonance.
Results
The result was a behaviour-shifting campaign that moved people from hesitation to action.
108%
Increase in new registered donors through the DKMS site
120%
Increase in online donation conversions
384%
Growth in UK traffic from high-intent audiences
More Works
©2024