Being the most feared disease (in the US and the UK at least), it’s no wonder that cancer feels scary: It’s terrifying to think about it, difficult to talk about it, not to mention experiencing it. Conversations around cancer are not easy, and many young people avoid the topic because it makes them feel uncomfortable. But no matter how awkward these conversations might be, we can’t keep avoiding them forever. Listening, engaging, and taking part in the conversation can make a difference in a patient’s life, in ways that we might not even realize.
Starting from this premise, global nonprofit leader in cell therapy NMDP launched a PSA that flips the script on how to approach the cancer topic. Together with its marketing agency Tombras, the charity published the “Know Your N-M-D-Ps” campaign, using music and humor to make the subject feel more approachable. At the heart of the initiative is a short video starring a rockstar puppet singing about the charity’s many ways of supporting blood cancer patients in their treatment and recovery.
Addressing younger audiences, the puppet’s rock anthem brings out the importance of blood stem cell donations and how a quick cheek swab can lead to helping a patient. The ad’s message resonates even more deeply with the audience, as it features a real blood stem cell donor and recipient who matched via NMDP.
“Our goal was to meet people where they are — relaxing at home, watching TV or scrolling online, distracted — and make them stop for something that truly matters,” explained Erica Jensen, Senior Vice President, Strategy and Advancement, at NMDP. “This PSA does that with creativity, humor and heart, but also with purpose. Every new person who joins the registry could be the donor who saves a life.”
“Cancer will touch almost everyone at some point. It’s become so common that many people, especially younger audiences, tune it out,” concluded Heather Thrash, Group Creative Director at Tombras. “Breaking through that wall of awkward discomfort is how we save lives.”
The campaign will run across TV, streaming platforms, and social media. It was crafted by Tombras, with production by Bob Industries directors‘ Spencer Susser and Daniel Campos. Speaking to 18-35s, the campaign encourages young people to join the NMDP’s donor registry and help someone who is battling blood cancer.
CREDITS
Brand: NMDP
Agency: Tombras
