Location
Case Study

Gift of Life Hero Gum

Faced with barriers to donor sign-up, we turned a simple everyday habit into something that could save lives by reframing chewing gum as a gateway to becoming a donor.

Challenge

Every 3 minutes, someone in the US is diagnosed with blood cancer, and 20,000 Americans annually need stem cell transplants to survive.

Crazy Emotion

Eligible donors fear the clinical and invasive DNA collection method.

Crazy Ambition

Turn chewing gum into a lifesaving act.

Person holding multiple packs of Hero Gum
Gift of Life Hero Gum Advertising on the Jumbo Tron at City Field Baseball Stadium
animation of pictures from the Hero Gum campaign
Hero Gum animation
Person holding pack of hero gum
Hero Gum Test Kit Pack