In 2012, Droga5 helped launch 'Help I Want to Save a Life' and picked up a D&AD Impact Pencil in the process.
The campaign, to boost the number of people registering as bone marrow donors, was conceived as a personal project by the agency's then Creative Director, Graham Douglas. We take a look at how the award-winning work was conceived...
Help I Want To Save A Life was the simple yet innovative idea of distributing a bone marrow donor registry kit inside over the counter boxes of plasters. Traditionally, registry has required donors to lodge a DNA sample, typically blood. This kit - containing instructions, swabs and a pre-paid envelope - was designed to catch people while they were already bleeding. Ingenious!
By making bone marrow registry part of daily life, and a mass-produced consumer product, the 'Help I Want to Save A Life' campaign reached a huge, new audience and completely changed how bone marrow registry was achieved.