India has just won the world cup cricket of 2011, and cricket fever has reached a new high. In general, in India, Pakistan and Srilanka, cricket star based advertising campaigns sell very well. Cricket stars promoting "stem cell donation" would make a great targeted message for South Asians.
South Asians face an especially severe lack of registered donors, as seen in this news story. http://www.indiatribune.com/index.php?option=com_content&view=article&id=4926:donate-bone-marrow--it-is-painless-and-saves-lives&catid=30:opinion&Itemid=460
Imagine this ad airing in Indian televisions: Cricket star Yuvraj Singh demonstrates swabbing a cheek at home and says "Join me in registering" Cricket star Dhoni in hospital (hooked up to the machine) demonstrates PBSC donation and says "It is similar to donating blood. Join me in donating" Cricket star Sachin Tendulkar, post surgery, says "Join me in bone marrow donation."
- Awareness in South Asian communities through targeted ads
- Dispelling myths
- Demonstrating how easy it is to register
- Star power motivates people to register at the very least, and donate.
This idea is extensible to other regions, because every region has its list of favorite influencers. An influential person demonstrating the registration and donation processes will gain attention, eradicate myths, and inspire action. As an example, there is Oprah in USA. (Oprah has an angel network for social causes: http://oprahsangelnetwork.org/stories/840-need-for-mixed-race-bone-marrow-donors-is-great).
I realize that cricket may not be well known in the North American region. Please watch this video, to see what cricket means in India and the other South Asian countries. http://www.youtube.com/watch?v=MAtfMy9UvU8&feature=player_embedded
These men are the heroes of India.