Be The Guy Campaign

Be The Match, a nonprofit focused on saving lives through marrow donation, is facing a critical business problem: their registry lacks 18-24 year old guys, a hard-to-reach, though biologically ideal, donor type.

While nonprofit marketing typically focuses on the patient, we flipped the script, focusing on what the opportunity meant for the donor—that being young and male qualifies you to save a life, despite the oddities that come with being young and male.

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BeTheGuy.org

We created BeTheGuy.org to serve as a hub to educate, inspire, and enable our audience to take the first step towards saving a life by registering to donate marrow. On the surface the site has an level of accessibility and is kept very scannable, but as users drill into modules, there is detailed and valuable information on the ins and outs of the marrow donation process and the diseases it treats.

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Strategic Partnerships

We brought the Be The Match brand and campaign message to these young guys through integrations and activations across four integral partners—Nitro Circus, Reddit, Snapchat and Twitch—allowed us to capitalize on the best ad products and formats each channel had to offer, including new dynamic units from Snapchat and Reddit.