For thousands of African Americans suffering from sickle cell disease and life-threatening blood cancers, finding a matching bone marrow donor can mean finding their best chance for a cure. Unfortunately, African Americans have the lowest odds of finding a matching marrow donor compared to all other racial and ethnic groups in the U.S.
Be The Match, the U.S. nonprofit charged with operating the national registry of volunteer marrow donors and matching them with patients, partnered with communication firm PadillaCRT to raise awareness about this critical need during July 2013, which is African American Bone Marrow Awareness Month.
Together, we created and launched “It’s On You,” a month-long awareness campaign and call-to-action to the African American community to step up and save lives.
The campaign aimed to increase awareness and engagement to the Be The Match Registry for under-represented groups.
The campaign objectives were to:
- Increase the number of African American donors joining the Be The Match Registry by 20 percent during the month of July.
- Achieve at least 1 million media impressions from African American-focused media outlets through stories that incorporated the campaign’s key messages.
- Land at least 3–4 national media stories in African American-focused media outlets to drive awareness beyond local markets.
- Drive traffic to the campaign landing page: BTMItsOnYou.org.
A winning campaign
This campaign won an IABC Gold Quill Award of Excellence for Media Relations. For more than 40 years, IABC’s Gold Quill Awards program has evaluated the work of communication professionals around the globe, recognizing the best of the best in the profession.
To accomplish its goals,...
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