CAN YOU HELP? YOU CAN — IT’S IN YOUR GENES
A campaign nurturing social attitudes and engagement
TASK
A nationwide campaign to recruit potential bone marrow donors
EXECUTION
We shot a commercial based on a true story of a boy. The video shows him saying he recovered thanks to his donor and encouraging the audience to contribute by registering with DKMS foundation’s base. The biggest asset of the video and a challenge at the same time was to work with authentic heroes – the boy that recovered and his donor and family. The campaign is promoted with a question-cum-challenge that suggests that helping others is part of our genes – also literally. The video was aired on major TV channels and backed with OOH and online campaigns.
