About

DKMS is an international charity dedicated to the fight against blood cancer and blood disorders. They recruit blood stem cell donors, provide second chances at life for those in need of a transplant, and raise funds to cover donor registration costs.

DKMS launched in the UK in 2013 and is the biggest stem cell register in the UK, having registered over 950,000 blood stem cell donors to date.

Brief

DKMS UK’s business objective was to recruit 80,000 new potential stem cell donors by year end 2018.The objective of this particular campaign was to recruit 600 potential blood stem cell donors, aged 18-55 years old, to the DKMS register each month of the campaign period.

Our task

Come up with an impactful National Out-of-Home (OOH) mix that would enable a high degree of creative control on short notice, because of potential sudden changes in the health of the featured patient, as well as enable a direct response to the campaign.The OOH mix consisted of Digital posters placed within a plethora of locations and environments, targeting the All Adults audience whilst they are commuting (Digital 6 Sheets in the London Underground stations and National Rail stations), shopping (major footfall shopping centres/malls, Sainsbury’s supermarkets) or out and about or driving (Iconic Sites and InLink digital phone booths placed on high streets or major roads).

Outdoor Creatives

Display ads

Result

Our efforts led to widespread awareness and meaningful action, with numerous individuals stepping forward to support the cause, creating a lasting impact in the fight against blood cancer.