The Challenge
Every three minutes, someone in the U.S. is diagnosed with blood cancer. Annually, 20,000 Americans require stem cell transplants to survive, yet 70% cannot find matches within their families and must rely on stranger donors through registries. The critical barrier: young people, the most eligible donors, avoid registration because current DNA collection methods (cheek swabs) feel clinical and invasive. We set out to transform Gift of Life’s marrow donor registration from a clinical, undesirable process into an accessible, culturally relevant experience that attracts younger, more diverse applicants.
The Solution
After 20+ years without innovation in DNA collection methodology, we wondered about a viable alternative to make the first step of the donor process more appealing. When a 1980 cold case was solved via DNA extracted from chewing gum in 2024, the creative direction crystallized. Through rigorous R&D with Labcorp, we scientifically validated that chewing DOUBLEMINT® gum produces viable HLA tissue typing samples. We created the Hero Gum campaign on a bare bones budget (under $20k) and launched donor registration kits during a sold-out NY Mets game at Citi Field, introducing the first new collection method since 2001. It was an event that NBC called, the "largest single-day marrow registry drive in US history." After the launch the gum became available nationwide at local Gift of Life donor drives and online. Ongoing, we’ve also received requests from CVS and other donor registries to implement Hero Gum in their donor recruitment efforts. By leveraging a universally familiar, culturally normalized product, we transformed registration from a medical transaction into an enjoyable act. This represents a paradigm shift in how registries can engage donors, removing psychological and procedural barriers that previously deterred younger demographics. The partnership with Mars elevated the initiative from healthcare communication into cultural conversation, making life-saving participation feel accessible rather than obligatory.
