Title	LIFE LOLLI
Brand	KMSZ (BONE MARROW DONATION CENTER)
Product/Service	LIFE LOLLI - A LOLLIPOP DESIGNED TO SAVE LIVES
Category	B08. Use of Celebrity, Influencers & Key Opinion Leaders
Entrant	BBDO Düsseldorf, GERMANY
Idea Creation	BBDO Düsseldorf, GERMANY
Media Placement	FUSE Düsseldorf, GERMANY
Media Placement 2	OMD GERMANY Düsseldorf, GERMANY
Media Placement 3	AREASOLUTIONS Hamburg, GERMANY
PR	KETCHUM PLEON Düsseldorf, GERMANY
Production	CRAFTWORK Düsseldorf, GERMANY
Additional Company	PETER SCHMIDT GROUP Hamburg, GERMANY

Name	Company	Position
Till Diestel	BBDO Group Germany GmbH	Chief Creative Officer
Kristoffer Heilemann	BBDO Düsseldorf GmbH	Creative Managing Director
Andy Wyeth	BBDO Düsseldorf GmbH	Creative Director
Veikko Hille	BBDO Düsseldorf GmbH	Creative Director
Ann-Catrin Blömer	BBDO Düsseldorf GmbH	Art Director
Jan Schulz	BBDO Düsseldorf GmbH	Art Director
Miguel Chordá	Proximity GmbH	Design Director
Julia Kinast	BBDO Düsseldorf GmbH	Art Director
Christian Korntheuer	BBDO Düsseldorf GmbH	Copywriter
Marie-Therès Schwingeler	BBDO Düsseldorf GmbH	Copywriter
Jan-Philipp Michalik	BBDO Düsseldorf GmbH	Copywriter
Marei Wilke	BBDO Düsseldorf GmbH	Client Service Director
Clara Wesemeyer	BBDO Düsseldorf GmbH	Account Executive
Patrick Heinz	BBDO Düsseldorf GmbH	Account Director Digital
Marta Zlatewa	BBDO Düsseldorf GmbH	Senior Account Manager
Martin Böing-Messing	BBDO Düsseldorf GmbH	Creative Technologist
Ralf Sieke	BBDO Düsseldorf GmbH	Head of Planning
- -	CraftWork - a brand of ad agencyservices GmbH	Post-Production Company
Steffen Gentis	BBDO Group Germany GmbH	Chief Production Officer
Norbert Henning	CraftWork - a band of ad agencyservices GmbH	Producer
Juhn Kim	CraftWork - a brand of ad agencyservices GmbH	Producer
Niklas Lemburg	CraftWork - a brand of ad agencyservices GmbH	Director / DOP / Editor / Animation
Alexander Link	CraftWork - a brand of ad agencyservices GmbH	Photographer / DOP
Lara Elmenhorst	CraftWork - a brand of ad agencyservices GmbH	Animation
- -	Studio Funk GmbH & Co. KG	Audio Production House
Stefanie Schneider	Studio Funk GmbH & Co. KG	Producer Audio Production
Timo Kockmeyer	Studio Funk GmbH & Co. KG	Music/Sound Design / Sound Engineer
Frederik Tautz	Ketchum Germany	Global Partner, Digital, Research & Analytics
David Nelles	Ketchum Germany	Head of Creative Planning
Jana Bruess	Ketchum Germany	Consultant
Gunnar Fritzner	Ketchum Germany	Consultant, Research & Analytics
Linda Toudahl	Ketchum Germany	Consultant, Research & Analytics

Why is this work relevant for PR?

Much of the lifesaving work pursued by the Bone Marrow Donor Center of the University Hospital Düsseldorf (KMSZ) is not funded by the federal government, federal states, or health insurance companies. Tasked with growing its database of potential stem cell donors, KMSZ turned to PR and earned media to raise awareness and spur donations, which require individuals to submit DNA samples. More specifically, the campaign needed an unexpected way to motivate the young demographic that statistically provides the most viable DNA matches for stem cell treatment, but who rarely donate.

Background

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. The ongoing mission of the KMSZ is to secure the DNA matches that save lives. For some, the chances to find a viable match are as low as winning the lottery jackpot. Therefore, the KMSZ must continually recruit and maintain a large database of donor DNA which is shared nationally and internationally. 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. But this younger audience know they should help, but they are not taking enough action. We needed to find a way to make them want to help.

Describe the creative idea (20% of vote)

The typical tool for DNA tests is a simple stick or swab. That’s where we saw a new way to lick the problem. By making the DNA test more playful, fun, and even delicious, we could attract young people who had never even considered a stem cell donation before. Introducing Life Lolli: a heart shaped lollipop that provides a tasty way to collect your DNA, and an irresistible opportunity for the selfie-generation to share their good deed with the world.

Describe the PR strategy (30% of vote)

The KMSZ has little in the way of a media budget. We needed a cost effective strategy to get Life Lolli on everyone’s lips. Focusing on Instagram’s young user base as our platform, we recruited a huge team of social media influencers to donate publicity, including popular German gamers, musicians, beauty vloggers, celebrities and sports stars. The free lollipop was ideal for social media sharing— posting a photo of the heart shaped lolli on their tongue would become a social media challenge, encouraging others to take the simple step to saving lives. We would partner with athletic clubs, retailer partnerships, and any company that wanted to encourage distribution among its employees. All communications would link to a dedicated Life Lolli website, answering questions about the initiative, raising awareness on the crucial lack of donors, and detailing the remarkable value of stem cells in blood cancer treatment.

Describe the PR execution (20% of vote)

Timed to coincide with International Children’s Cancer Day 2019, we announced the creation of the Life Lolli; the tastiest DNA test in the world. Through both online and traditional media, we publicized the pressing need for a database of potential stem cell donors. Our team of 100 prominent cultural influencers goes public with their own Life Lolli selfies, encouraging followers to do the same, launching the #lifelolli initiative. The colorful, feelgood story is picked up by traditional media. The free Life Lolli, complete with a self-mailing pouch for easy submission, is made available online, at fitness studios, supermarkets, corner stores and through employers. Partnerships with big national sports clubs like the world’s famous soccer club Borussia Dortmund, help encourage distribution. Communications link to our dedicated website lifelolli.com, where visitors are encouraged to make contributions of any kind to support stem cell donations, including support for the Life Lolli initiative itself.

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. When we launched, Life Lolli exploded thanks to the charitable help of over 100 key German influencers including gamers, musicians, beauty vloggers, celebrities and sports stars. Germany’s world famous soccer club Borussia Dortmund even asked us to create a special yellow edition for their fans that was supported by the huge reach of their social channels and website. Social media influencers reach 86,5 million + users, spur 628.000+ interactions with a 97.9 positive campaign sentiment 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)