If enough people registered as bone marrow donors, nobody need die of leukaemia. Our briefing: "Please get more people to our web site so they can find out more and register". We ran this two-page ad in lifestyle magazines to reach people who normally have other things to think about than leukaemia.

This idea originated in the creative team. This idea is based on the way magazines actually function: idea and medium work together as a team. When you turn the page, you effectively make the shattering message in the open coffin come true: by closing that coffin, you might just have sealed someone's fate.

This idea originated in the creative team.