ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

2017 ADC Awards - Integrated

Be The Guy

Agency space150 / Minneapolis + Be The Match / Minneapolis

Client Be The Match
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Annual ID

ADC_INT17012M

About the Work

Young males 18-24 years-old are the most sought-after bone marrow donors and a notoriously difficult-to-reach audience, making up less than 5% of Be The Match's current donor registry. Instead of focusing on the needs of transplant patients, our campaign put the spotlight on young male potential donors and their unique ability to help. The campaign celebrated these young men for who they are, because simply being young and male qualifies them to do something truly great—save a life. In a few short months, the campaign increased the number of registered , on-target male donors by more than 50%, registered more than 18,000 new donors overall, and made millions more guys aware of their power to save a life.