Be The Match: The Hero Gene

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70% of blood cancer patients in need of a life-saving bone marrow transplant don’t have a matching donor in their family. They rely on strangers in the national bone marrow database to be a hero and come to their rescue. In order to grow the database, we went to hero-central: New York COMIC CON. We asked attendees if they have the mutant “Hero Gene” and invited them to take a simple DNA test to register with the National Bone Marrow Database, Be The Match.

Advertising Agency:Area23, New York, USA
Creative Director:Tim Hawkey
Art Director:Abby Stellpflug
Copywriter:Andy Gerchak, Chris Bernesby
Additional Credits:Frank LaPort
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