93% of U.S. adults have performed a small act of kindness in the last three months
So, to help us attract diverse, Gen Z members for NMDP's Bone Marrow Donor Registry, we aligned ourselves with the everyday selflessness of people "paying it forward" for the betterment of their community—inviting them to "Cure it Forward" with the ultimate act of generosity:
Joining NMDP to help save lives.
MANIFESTO
BRAND PLATFORM
OUT OF HOME
SOCIAL / INFLUENCER PARTNERSHIP
RE-BRANDED SWAB KITS
BRAND PARTNERSHIP
GEN AI EXPERIENCE
Creative Team
Executive Creative Director: Kevin McElroy
Creative Directors: Roneka Patterson, Caitlin Stever
Art Director: Grace Burke
Copy Partner: Andrew Lieberman