DKMS US is part of the global DKMS organization, which is dedicated to the fight against blood cancer and blood disorders by facilitating stem cell transplants. DKMS operates globally with offices in the US, the UK, Chile, Poland, South Africa, and India. The organization’s mission is to register bone marrow donors and connect them with patients in need of life-saving transplants
DKMS US aimed to increase its social media presence to raise awareness of its mission, recruit more bone marrow donors, and encourage donations to support its operations. The goal was to create authentic, emotionally compelling content to engage their audience and promote donor registration.
We developed a strategy centered around producing short-form video content that highlighted the life-changing impact of stem cell donations. By capturing real stories of donors and patients, we helped bring attention to the vital work DKMS does in connecting donors with patients suffering from blood cancer. In addition, our content focused on educating the audience about the importance of registering as a donor and how it can save lives.
In just three months, the campaign registered over 1,350 stem cell donors, driven by the power of emotional storytelling. Highlights included Carly Joseph’s inspiring journey, which alone motivated ~900 new registrations. The use of emotional storytelling resonated with the audience, fostering a strong connection to the mission of fighting blood cancer through bone marrow and stem cell donations
When DKMS set out to expand their donor registry and raise awareness in the fight against blood cancer, they partnered with Happy Productions to craft a campaign that would move people to action. Through attending events, visiting patients in their homes, and capturing compelling interviews, we created a heartfelt narrative that inspired over 5000+ new potential stem cell donors in just three months.
A standout moment from the campaign was the powerful story of Carly Joseph, a patient whose journey touched hearts and led to 948 new registrations. Carly’s story highlighted the life-changing potential of stem cell donations and resonated deeply with audiences. Another key highlight was the emotional interview between Nick, a stem cell donor, and Elijah, the recipient whose life he saved. This touching exchange alone drove over 250 new registrations, further showcasing the power of personal storytelling in motivating action.
The success of this campaign is a testament to the transformative impact of thoughtful, story-driven nonprofit marketing strategies. By engaging audiences on a personal level, we helped DKMS not only grow their donor registry but also strengthen their community of supporters. This milestone underscores how authentic storytelling and compelling video production can make a meaningful difference in the fight against blood cancer, helping to save lives and inspire hope.
The people who commissioned this campaign, on camera and unscripted.
Screens from the feeds this work was made for.
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