We wanted to add thousands of new names to the Marrow Donor Registry. Our solution was to turn a normal, everyday act into a chance to save a life. We put a simple marrow registry kit into boxes of over-the-counter help bandages. The kit contained a sterilised cotton swab to collect blood and a prepaid envelope. We were able to catch people while they were already bleeding. 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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