This Isn't Your Mama's Bone Marrow Donation Process
The bone marrow donation process isn’t the same as it used to be. The vastly superior technology has been updated, as has the procedure … but we’ve left the brand in past, where images of large hollow needles, long recoveries, and intense pain circulate. Let’s start fresh! We need to educate people - this isn’t your mama’s bone marrow donation process.
So, what’s the new message?
Throughout our lives, we all encounter a surprising number of occasions to save another human being – kidney donations, blood drives, bone marrow donations… Yet why do so few of us take advantage of these awe-inspiring opportunities? I took a deep dive and asked friends, families, strangers. Why not save a life?
Turns out, we’re scared. Scared of what the surgery will do to us, how it will make us feel, how long our recovery will be. Though it may sound harsh, we are self-serving individuals, and need to be convinced the donation process will be manageable before risking our health for a stranger.
The overarching brand, including the name of the process and the technology, needs to reflect the ease, relative painlessness, and immense opportunity of the journey. The process and commitment level should be equated to a blood drive as opposed to a more invasive procedure, to reduce fears and encourage participation. The rebranding campaign should not discount the fact that another's life may be saved, but it should focus mainly on the donor’s experience.
Most of the time, patients are no longer donating actual bone marrow, they’re donating blood-forming cells. In effect, they’re “super cells” – they act as seed cells to generate new blood growth. What if we rebranded the donation process around “super blood”?
*Become a super donor, donate your super blood.*
People are used to donating blood, and the process for blood-forming cell donation is actually very similar. By removing the words “bone” and “marrow” from the brand, we shed the negative preconceived notions, and start fresh.
To educate people on our new brand, we will create a hip, clean ad campaign targeted towards younger generations. On BetheMatch.com, we’ll host real donors’ online profiles and stories. Each donor will be featured in print and radio ads, with the take-home message of how quickly the donors were able to return to their normal lives.
*Today I …
Donated super blood,
Saved a life,
Hiked a mountain.*
See the images attached for inspiration ... A QR code will be featured on each ad; when clicked, the viewer will hear/read the personal journey of the donor featured in the ad, and learn how to become a super donor themselves. Turns out, according to February 2011 research from agency MGH,
http://mghus.com, nearly two-thirds of consumers have seen a QR code, and about half that number, or one-third overall, had used one. The modern technology not only informs, but also reinforces ... this isn't your mama's bone marrow donation process.
Which barrier(s) does your concept address?
Which step(s) of the journey does your concept apply to?