Case Study


The Brand

For the thousands of people diagnosed every year with life-threatening blood cancers like leukemia and lymphoma, a cure exists. Over the past 30 years Be The Match, operated by the National Marrow Donor Program (NMDP), has managed the largest and most diverse marrow registry in the world. Be The Match works every day to save lives through transplant.

The Ask

The likelihood of finding a matched adult donor on the Be The Match Registry varies widely by patient ethnicity. 77% of white patients find their match, while 23% of African American or Black patients find theirs. We were asked to raise awareness and increase the number of ethnically diverse candidates on the national registry.  

The Results

Identifying local patients to share their stories, we set out to secure national and local media opportunities that would share the challenges of recruiting ethically diverse donor candidates.

We worked with national media outlets to develop and share patient stories that directly amplified the challenges faced when searching for a matching donor.

We secured earned media coverage with Good Morning America, the NBC Nightly News, People Magazine, The New York Post, CBS880, Wix New York’s News 12 and NY1, and the Daily Mail.

We also worked with the family’s Congresswoman, Alexandria Ocasio-Cortez, to support sharing the message across her
social media channels. 

Congresswoman AOC, SomaComm
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Asaya Bullock Somacomm Public Relations