Bringing More Diversity to the Donor Registry.
Be The Match works to save lives by getting donors on the bone marrow registry. They saw a large racial disparity on the registry, which is a serious issue because the best match for a searching patient is usually someone who shares their same ethnic background. To save more lives, they needed help growing a more diverse registry.
More than numbers
When we looked at the underrepresented markets, we saw that Be The Match had very low brand awareness. We needed to develop a rallying cry that would connect on an emotional level and inspire a sense of urgency.
This Is Our Race Against Time
We created a campaign that showed what patients were up against based on the current registry makeup. The Race Against Time creative platform allowed us to reach our audiences with a unified awareness message, and then target specific audiences with individual patient stories to drive registry sign ups.
A Two-Part Media Approach
Awareness efforts focused on U.S. cities that indexed higher for diversity, specifically targeting African Americans, Hispanics and Asian individuals aged 18–39. We used :15 and :30 second videos across awareness channels—including social, pre-roll, Spotify and ConnectedTV—all driving to a campaign landing page that provided more education about the disparity and donor process. We also ran OOH bulletins, billboards, posters and wild postings to get the word out.
We then went further to drive registrations within specific communities. Using sophisticated segmentation strategies that pinpointed our target audience, we delivered authentic patient stories that allowed the target to see themselves represented in the brand’s message. These ads drove to patient-specific landing pages where people could learn more about their story and join the registry.
- Total registrations during the time of our awareness campaign were 74% diverse
- Assisted registrations (those who saw or clicked on awareness creative and converted at a different time) increased by 68%, proving that our efforts were making an impact