New York, NY – ‘Be The Match’ is a nonprofit organization that hosts a bone marrow registry to help blood cancer patients find donor matches. The campaign, “Be The Guy”, is designed to attract 18-24 year old males to join the Be The Match donor registry. The creative is a humorous showcase of real life oddities of real life guys in this age group – from the odd ways they spend their free time to adulting issues, they still have the power to save someone’s life. Science has proven that these specific young men are the ideal marrow donors for those facing blood cancers like Leukemia and Lymphoma. So essentially, these guys are the most capable to save someone’s life through marrow donation. This is the very first time that Be The Match has marketed to this age group to become donors.
The ‘Be the Guy’ ad will run within Live Stories on Snapchat. The ad prompts users to swipe up and they will be able to link to the registry forms on the donor site. Although, Be The Match is targeting people between the ages of 18 to 24 because this age group tends to be healthier, the site will also register donors 18 to 44 for free. Similar ads will also be posted on Twitch, Instagram, Facebook and potentially Reddit.
Why it Matters –
This is a great example of how a brand or company can leverage one of the most popular millennial apps to engage and recruit the young, healthy, and ideal donors they need while raising awareness of the general need for bone marrow donors.