You’re more powerful than you think. 18-24 year old males have the ideal biology to best match as marrow donors with those suffering from life-threatening blood cancers. We introduced this young male audience to their unique opportunity to save a life as bone marrow donor – demonstrating how being young and male qualifies them to save a life, despite all the oddities that come with being young and male.

We brought our brand and campaign message to this audience through relevant partnerships and channels in a native way, leveraging digital video, display, and social across mobile and desktop. Integrations and activations across four integral partners—Nitro Circus, Reddit, Snapchat and Twitch— allowed us to capitalize on the best ad products and formats each channel had to offer.

We rounded out our campaign with always-on standard and static video, as well as display ad tactics through Facebook, Instagram, and programmatic ad units targeting our broad audience and parameters around Nitro Circus, World relief, Health, Environmental and wildlife, Animal welfare, Cancer Causes or Children's Causes.

Our advertising directed users to an educational web experience with details about the donor commitment, the patient need, the importance of young men as donors, and the donation process—all in a tone that was inviting and easy to understand.

Overall, we dramatically raised awareness of the Be The Match brand and the importance of bone marrow donation. Our campaign drove over 212M media impressions in under four short months, generating over 5.3M campaign landing page visits and a 970% increase in total direct traffic.

Most importantly, we transformed awareness into action, motivating registration completions and increasing the volume of donors and the likelihood of lives saved. Overall, we registered nearly 18,000 potential new donors and drove a 280% increase in young guys age 18-24 registered on the Be The Match registry.

New donors acquired through our campaign increased the availability of donors to be matched with patients facing blood cancers like Leukemia or Lymphoma and other life-threatening diseases.