We set out to add thousands of new names to the Marrow Donor Registry, and to completely change the way that marrow registration is done. The solution: turn a normal, everyday act into a chance to save a life. By putting a simple marrow registry kit into boxes of over-the-counter Help bandages, we were able to catch people while they were already bleeding. And by making marrow registration part of a common occurrence, as well as part of a mass-produced consumer product, we reached a huge, new audience and reinvented the way marrow registration takes place.
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