On February the 15th - International Childhood Cancer Day, Life Lolli was launched on social media and disrupted the entire stem cell donation industry. A playful approach that not only convinced a much younger audience to donate their DNA but additionally earned a huge amount of organic reach for a serious medical topic.
KMSZ is the biggest German university donation register to recruit bone marrow donors. Every day, 2 kids in Germany are diagnosed with blood cancer. Globally, over 100.000 cases are reported every year. Often a stem cell donation is their only chance for survival. For some, the chances to find a viable match are as low as winning the lottery jackpot. 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.
Describe the creative idea / insights (30% of vote)
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 shape – 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 can save a life. By redefining the context of tissue typing and making the experience more playful, and less medical, Life Lolli taped into the hearts and minds of a younger target audience. The products simple heart design also helped create huge organic reach on social media without the need for any media spend.
Describe the strategy (20% of vote)
In Germany, tissue typing is a very well-known way people can help blood cancer patients find a compatible tissue donor. There are many organizations providing this service, DKMS being one of the largest with massive brand recognition. For this reason, awareness for tissue typing is very high. But the average age of people who register for our client KMSZ is 37 years old. The serious medical nature of the topic makes it less appealing - particularly amongst a younger demographic under the age of 35 years. This is a problem because the best donors statistically - that have the highest chance of compatible DNA - are under the age of 30 due to their good health and physical condition. We needed to find a disruptive way to make tissue-typing in Germany more relevant and appealing to a younger audience.
Describe the execution (20% of vote)
The idea was launched on World Kids Cancer Day (15.02.19) thanks to the charitable help of over 100 key German influencers including gamers, musicians, beauty vloggers, celebrities and sports stars. Each influencer made a post (and/or Insta story) of the Life Lolli on their tongue with the corresponding #Lifelolli campaign hashtag. These posts drove traffic to the Life Lolli website where people could order a Life Lolli for free. Not only can people donate their DNA to the national register, but they can also donate their picture to social media and invite their followers to get involved. Life Lolli was also generously supported with free media including TV, print, OOH, event and digital display, creating huge national exposure. Life Lollies are even available at selected stores around the country, helping to create and entirely new channel to generate future stem cell donors.
List the results (30% of vote)
The innovative DNA test delivered unprecedented results. With zero cost — thanks to campaign donations — we helped KMSZ extend reach, awareness, and potentially lifesaving donations above and beyond previous initiatives.
• Social media influencers reach 86,5 million + users, 628.000+ social interactions with a 97.9 positive campaign sentiment on Instagram.
• 120 major news stories generating 235 million + media impressions
• 19.9% of website visitors ordered a Life Lolli (150,000 monthly visits)
• 106 times more kit orders compared to average
• 680% increase in registrations compared to average
• New donators 11 years younger than norm (from 37 to 26 years)