KMSZ (Bone Marrow Donation Center): Life Lolli

KMSZ, a bone marrow donation centre, encouraged younger people to become donors in Germany with the Life Lolli.

Campaign details

Brand: KMSZ Agency: BBDO Country: Germany

Objectives

  1. Reach as many young potential stem cell donors as possible, without a media budget.
  2. KPI: Absolute organic reach. Target: 64 million gross reach.

  3. Attract new stem cell donors and convert them into ambassadors.