How to make a serious medical topic more appealing for younger people to participate?
KMSZ is the biggest German university donation register to recruit bone marrow donors. Every day, 2 kids in Germany are diagnosed with blood
cancer. Often a stem cell donation is their only chance for survival. Young donors (18 - 30) are statistically the best candidates due
to their better health and physical condition. These donors have as much as five times the likelihood of positive matches compared to other
age segments.
The challenge, however, is that not enough young people are taking action. They know they should help, but we needed to find a way to make them
want to help.
A lollipop designed to save lives.
We created the first lolly that can save lives - The Life Lolli. A tasty lollipop with a few special features:
A swab instead of a stick to collect DNA and a heart shaped lolly – perfect for social media.
Simply finish the lollipop, rotate the swab inside your cheek for 30 seconds and send it back to KMSZ.
That’s all you need to do to find out if you could save a life. Please take a look at the case study.
CASE STUDY
A playful product for a serious topic.
To appeal to a younger audience, we made sure the product, package design and the campaign communication were as playful as possible. Every Life Lolli pack contains all the information needed including the registration form and return envelope to send the swab back to KMSZ so it can be analyzed and stored in the national register ready to help potential blood cancer patients.
Launching the idea on social media.
We launched the idea on a special day (World Kids Cancer Day) with the charitable help of over 100 German key influencers including: gamers, musicians, beauty vloggers, celebrities and sports stars. They were tasked to take a photo of the Life Lolli on their tongues with the #lifelolli hashtag to start the movement. Click on the images and explore.
Famous German football club
Popular fashion & beauty Vlogger
Successful bodybuilder
YouTube gamer
YouTuber with a beauty blog
photographer, cameraman & model
Musician & public figure
Travel and fashion influencer
A product campaign invited everyone to save lives.
Life Lolli was also generously supported with free media including TV, print, OOH, event and digital display,
creating huge national exposure.
Order your Life Lolli for free.
All activities drove traffic to the Life Lolli website where people could order a Life Lolli for free to donate their DNA to the national register.
Donating your reach to social media.
Not only can people donate their DNA to the national register but they can also donate their picture to social media with the hashtag #lifelolli. This created an efficient loop that extended the reach of the campaign because every Life Lolli that was ordered generated more orders.
Now available in stores
across the country.
Life Lollies are now also available at selected stores across the country, creating an entirely new channel to generate more stem cell donors for KMSZ.
The results.
major news stories generating 235+ million media impressions.
social engagements with a potential reach of 86.5+ million users.
of website visitors ordered a Life Lolli (150,000 monthly visits).
saved so far
& counting.
increase in monthly registrations compared to average.
decrease in registration age (down from 37 to 26 years).