Over the past year, the “#Match4Life” campaign for the Bone Marrow Donor Programme (BMDP) has been working with Blak Labs to put together an integrated recruitment campaign to sign up more bone marrow donors.
The campaign features people of varying ethnicities who have been saved by bone marrow transplants. The idea is to take on, and eventually alter, the unfortunate stigma among religious and ethnic communities that mixing blood or bone marrow is somehow an unwise practice.
“We’re working hard to attract new donors from both the Malay and Indian communities. These communities are hampered by their small size and faith issues, which have prevented donations in the past,” said Jane Prior, CEO of Singapore’s Bone Marrow Donor Programme.
“We’re working hard to attract new donors from both the Malay and Indian communities. These communities are hampered by their small size and faith issues, which have prevented donations in the past.”
“We have a fatwa from the MUIS (Majlis Ugama Islam Singapura) that gives every Muslim permission to step up and help their fellow man or woman. Plus we have the amazing stories from Farhan and Shalini, who both overcame family and social pressure to make their donations.”
The first goal of the campaign, besides the high hurdle of overcoming disabling preconceptions amongst different faiths and ethnic groups, is to grow the registry by 50,000 new donors over the next three years.
The integrated campaign features video interviews with past recipients of bone marrow donations along with striking imagery of people of Malay, Indian and Chinese descent with their faces combined in the form of puzzle pieces.
The driving theme is to emphasize the profound nature of two complete strangers from completely different walks of life coming together in a life-saving bond.
“When we receive a request to find a match for a patient, all other treatment options have failed and at that stage it’s transplant or die. Our challenge is that there is a 1 in 20,000 chance of finding a matching donor,” said Jane Prior, CEO of Singapore’s Bone Marrow Donor Programme.
“It’s a huge issue as six people in Singapore are diagnosed with a blood cancer such as lymphoma or leukaemia every single day. For many of these patients a transplant is their only chance of survival which is why we urgently need more people to sign up and join the register.”
Creative Directors: Charlie Blower, Elsa Peck
Art Directors: Royston Ang, Regina Lee
Digital Designers: Regina Lee, PeiWen Low
Copywriters: Charlie Blower, Elon Law, Alicia Tan
Producer: Ken Tam
Photography: Ric Tang, Tangography
Retouching: Evan Lim, The Rabbit Hole
Production: Chee Kin, Joe, The Reel Thing
Digital developers: Alex, Leo, Crimson Works
Printing: HP, digione
Media: UM, YiLiang, , Ray Pak,
6 people a day are diagnosed with a blood cancer. A bone marrow transplant is their only chance of survival. Will you step up to save life? To learn more visit www.bmdp.org