Nonprofit, healthcare advertising highlights patients and their heartbreaking stories to generate empathy and action. It’s a tried and true technique because it works…usually.
Be The Match saves lives through bone marrow donations, but it’s target (dudes 18-24) doesn’t respond to tug-at-the-heart-strings work. Instead, we made this campaign all about them. Our campaign celebrated our target in all their goofball glory and let them know that even a guy with chevron pattern body hair can save a life. All they had to do was step up.