Creating a ripple effect through involving the public in creating a campaign. It's all about devising a *platform* for participation.
Check out this compelling retrospective video of the Polling Place Photo Project with the New York Times & Winterhouse:
http://bit.ly/c5OxEZ (I can't embed it here but *really* encourage you to check it out via the link)
What strikes me here is how the public were involved in story-telling. Are there avenues to have donors and potential donors be part of an ongoing story-telling campaign to enhance bone marrow donation? This way the call to action would have a P2P dimension rather than top down.