BONE MARROW REGISTRY: February 2014
Brief: Create an easy, fun way to get more donors on the global bone marrow registry.
Concept: At the dentist, you expect to have your mouth poked and prodded by the most sinister and frightening instruments known to man. By comparison, bone marrow donor registration takes nothing more than a soft, cotton swab to the inside of the cheek. Let's show how getting swabbed can be the quickest, most painless part of a dentist visit — and the swab is the softest tool on the tray.
Tagline: So Simple It Hurts.
The hardest part about getting participation in a worthy cause is not convincing people that it's important. It's overcoming their inertia and procrastination.
By making the swab and registration process available in the dentist's office, we've lowered the threshold of participation to almost nothing. It adds zero inconvenience to their day, so it's much easier to say, "Yes."
That's it. Three simple steps to adding more donors to the registry. So simple, it hurts.