Be The One

Scan

The National Marrow Donor Program had a registry of 6 million potential donors and a name nobody outside the medical community recognized. Growing it required behavior change from a public already overwhelmed by charitable asks for problems that felt unsolvable.

Spot

Be The Match is one of the only charities where a single person’s action can save another person’s life. Most people assume their donation gets lost in a bigger effort. With Be The Match, your effort is directly felt by another.

Rally

A campaign called “You Have the Power to Save a Life,” narrated by John Goodman, positioned marrow donation as the most personal act in philanthropy. Shaquille O’Neal, Robin Roberts, and T-Boz joined as partners. Robin Roberts’ “Prayer for Protection” wristband raised $2.5 million alone.

Score

200%
registry growth in two years
71%
of target audience expressed intent to join after seeing the campaign
Shaq
T-Boz, and Robin Roberts all stepped forward as celebrity endorsers unprompted.
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