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2020 One Show - Direct Marketing

Life Lolli - A lollipop designed to save lives

Agency BBDO GmbH / Duesseldorf

Client KMSZ - Bone Marrow Donation Center
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Annual ID

OS_DI20_096M

About the Work

KMSZ is the biggest German university donation register to recruit stem cell donations via blood or bone marrow. In Germany, tissue typing is a very well-known way people can register their DNA to help blood cancer patients find a compatible tissue donor. Because of the high awareness of the topic we discovered that many people were desensitized to the topic. To add to that, the serious medical nature of the topic made it less appealing particularly amongst a younger demographic under the age of 35 years. This was a problem because the best donors statistically - that have the highest chance of compatible DNA - are under the age of 30. We needed to find a way to dust off the topic of tissue typing in Germany and make it more relevant and appealing to a younger audience so we could refresh the genetic database. The typical tool for DNA tests is a simple swab. That’s where we saw a new way to disrupt the category. Introducing Life Lolli: a heart shaped lollipop that provides a tasty way to collect your DNA, and an irresistible opportunity for the selfie-generation to share their good deed with the world.