GOLD

Area 23 and Be the Match

Hero Gene (the National Bone Marrow Registry)

On a total budget of $3,884, and in just four days, Area 23 registered nearly 500 committed donors to the National Bone Marrow Registry for Be the Match. Previous donor drives had averaged just 25 daily registrations.

The agency team hypothesized that comic book fans’ love of heroism would motivate them to help save lives. Indeed, research confirmed that they were four times more likely to donate organs or blood than the national average.

Area 23 designed a Hero Gene Laboratory booth in a style inspired by classic comic books and set it up at Comic Con in New York — arguably the epicenter of American hero culture.

An agency representative said the team knew that competition for attention would be fierce, but trained volunteers dressed in character as Mad Scientists drew attendees in by challenging them to see if they had a mutant gene — the Hero Gene — that gave them the power to save a life.

A simple cheek-swab DNA test in the booth registered participants. They had access to a selfie station with props and were encouraged to post about their DNA test. Registered donors jumped 54% on the event’s second day thanks to social sharing.

Judges were highly impressed by the campaign’s uniqueness and by its ability to drive action.


SILVER

FCB Health and Gay Men’s Health Crisis (GMHC)

Blood Equality (My Blood)

This campaign aimed to raise awareness of discrimination against gay and bisexual male blood donors, drive dialogue, and accelerate policy change. Outreach spanned digital, print, events, and partnerships. Elements included a Blood Equality selfie tool that allowed people to insert themselves into the campaign.

Judges applauded the effort as simple and direct.

FINALISTS

Area 23 and Be the Match |
Hero Gene (the National Bone Marrow Registry)

CDM New York and the American Heart Association |
AHA Times Square Event

Digitas Health LifeBrands and the Bubble Foundation |
Wear Yellow for Seth

FCB Health and Gay Men’s Health Crisis (GMHC) |
Blood Equality (My Blood)

Publicis LifeBrands Medicus and the American Heart Association |
Who Runs NYC? (the Wall Street Run and Heart Walk)

From the October 02, 2016 Issue of MM+M - Medical Marketing and Media