The Be The Match Marrowthon campaign set out with an ambitious goal: to recruit 46,000 people to the Be The Match Marrow Registry in just two short weeks. Using a creative mix of events, including Treadmill Marrowthons and hundreds of live marrow drives; social media including widgets, landing pages, e-cards, blogs and online registration; national media outreach with coverage on Regis and Kelly and CNN’s House Call with Dr. Sanjay Gupta and local media outreach targeting 12 demographically diverse markets, we were able to reach a diverse group of potential marrow donors, financial donors, patient families and the medical community. The campaign exceeded all goals by recruiting 49,000 to the Registry in just two weeks! We also increased the number of Facebook fans from 400 to 18,000 and garnered more than 500 media hits totaling more than 162.5 million media impressions.

Traditional Media Relations:We interviewed nearly 100 patients in 12 focus markets across the United States and shared their stories with local market and national media. A national press release was issued in English and Spanish, and racecar celebrities Jeff Gordon and Dale Earnhardt Jr., conducted media interviews.

Social Media Relations:We created a user-friendly website that encouraged online registration and offered a campaign e-card to download. An interactive campaign widget was created that led people to the 'join online' option and was sharable through social media networks.We provided social media recommendations and strategy for creating a Twitter presence.

Events:We provided tools for hundreds of live marrow drives and held Treadmill Marrowthon events in high-traffic shopping mall areas.Collateral:We created an electronic toolkit of template media materials to assist field staff in the local donor centers with media outreach.

Greatly exceeded all metrics. (Results correspond to objectives)-Over 49,000 donors registered in two weeks.-Twenty-two percent of donors were from diverse communities (an increase of more than 2,000 from 2008).

-Nearly $35,000 raised.-Nearly 700 live drives, including successful Treadmill Marrowthon events.-More than 500 media hits totalling more than 162.5 million media impressions (an increase of nearly 75 million from 2008). Feature stories made up 66 percent of campaign media coverage. Highlights include Live! With Regis and Kelly feature with Jeff Gordon and a multi-part CNN feature on the need for diversity.-Social media referred nearly 18,000 potential donors to join online.

7. Nearly 7,500 e-cards sent from the campaign website.8. More than 800 downloads of the campaign widget to personal Web sites, blogs and social networking sites.10. Be The Match Facebook supporters grew from 400 to nearly 18,000.