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Bone Marrow Donation Programme
A Small Ask, A Big Plea

RAN IN: Singapore

CLIENT
The Bone Marrow Donation Programme

Jane Prior/ Chief Executive/ The Bone Marrow Donation Programme
Lim Chung Yong/ Online and Social Media Executive/ The Bone Marrow Donation Programme

AGENCY
DDB Group Singapore *Lead Agency

Rowena Bhagchandani/ Managing Director/ DDB Group Singapore
Joji Jacob/Group Executive Creative Director/DDB Group Singapore
Thomas Yang/Deputy ECD & Head of Art & Design/DDB Group Singapore
Pradeep D'Souza/Creative Director/DDB Group Singapore
Deng Yingzhi/Senior Art Director/DDB Group Singapore
Dunstan Lee/Senior Copywriter/DDB Group Singapore
Jonathan Lim/Group Business Director/DDB Group Singapore
Robin Ng/Digital Account Director/DDB Group Singapore


SUMMARY

Dwarfed by high profile charity choices, drowned by their adspend competing for the public’s support, and rejected by 9 out of 10 people, how can Bone Marrow Donation Programme (BMDP) acquire 50,000 new bone marrow donors in just 3 years? We started by making a small ask: Join the register with a simple mouth swab, with this small step leading to a big emotional significance when there is a match. In a single year, a record 17,000 new bone marrow donors were recruited into BMDP’s registry.

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Classification: National

Language: English