CHALLENGE: Every 27 seconds, someone in the world is diagnosed with blood cancer—often, the only hope is a stem cell donation!

To raise awareness of this vital issue and attract more and new potential donors, the German Stem Cell Donor Registry (DSD) is launching a wide-reaching campaign!

SOLUTION

Together with the DSD and our athlete Maximilian Beier, who was born in Brandenburg an der Havel, not far from the DSD headquarters in Dessau-Roßlau, we find a perfect match. We also bring Maxi's club, Borussia Dortmund, which is also extensively involved in the fight against blood cancer, on board!

As part of International Stem Cell Donor Day on September 20th, we produce a campaign clip to illustrate how quick and easy it is to register as a stem cell donor and give people a second chance at life – and thus to allay any concerns or doubts that people may still have about the process. The approach: Maxi performs the cheek swabs required for registration and subsequent typing in reenacted pre-match scenes alongside his usual routines.

The clip is extended extensively in the media with additional image material and quotes in order to generate even more reach and attention. In addition, a co-author post is created with Maxi, DSD, and the Borussia Dortmund channels, which additionally bring a reach of approximately 20 million followers worldwide.